Practical retention tool

Retention audit checklist

Review the customer journey, data, messaging, measurement, and operating system before prioritizing retention work.

How to use: Work through this with the people who own the customer journey, systems, data, service, and approvals. Mark unknowns honestly; they are useful audit findings.

Business context

Define the customer outcome and commercial outcome. Document buying, booking, use, renewal, and lapse cycles. Identify constraints: capacity, margin, compliance, seasonality, and systems.Notes

Data and identity

List source systems and owners. Check identity, consent, events, field definitions, freshness, and duplicates. Document data gaps that limit a decision or journey.Notes

Lifecycle coverage

Map acquisition handoff, first value, onboarding, repeat, renewal, risk, and reactivation. Record active campaigns and automations by lifecycle stage. Find collisions, missing exits, stale logic, and unsupported personalization.Notes

Channel health

Review deliverability, permissions, frequency, complaints, and suppressions. Give email, SMS, CRM tasks, and human follow-up distinct roles. Confirm transactional, service, and marketing communication are governed separately.Notes

Measurement and operations

Choose outcome, diagnostic, and guardrail metrics. Record attribution settings and measurement limits. Assign owners, review cadence, QA, incident handling, and the prioritized backlog.Notes

Next three priorities

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