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Mastering Client Retention: The Ultimate Guide for Agencies




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Last updated Sep 7, 2023


Mastering Client Retention: The Ultimate Guide for Agencies

Last updated Sep 7, 2023 | 0 comments




In the fast-paced and highly competitive world of digital marketing, it’s easy to get lost in the constant pursuit of new clients. But if your retention engine is broken, you’re basically multiplying your losses.

Think about it, client acquisition is not cheap, you spend all that money to get them through the door only for them to sneak out the back never to be seen again. 

Perfect your retention strategy BEFORE you amplify acquisition, always.

In this comprehensive guide, we’ll explore the depth and breadth of client retention, why it matters, how to measure it, and how you can leverage effective strategies to boost it. We will not only discuss the benefits of high client retention but also learn the adverse effects of low retention, and how it can impact your agency’s growth and brand image. 

So, whether you are a fledgling start-up finding your wings in the industry or a well-established agency looking to improve your client retention game, this guide has something for you. 

Let’s go!

Definition of Client Retention

Client retention, in its most basic sense, refers to the ability of a company or agency to retain its clients over a specific period. In other words, it’s the act of keeping a company’s existing clients from going to competitors or worse, going back to doing nothing at all. Client retention is one of the key metrics that businesses use to measure their success and sustainability.

The central idea behind client retention is fostering a long-term relationship with your clients, built on trust, reliability, and mutual benefit. High client retention means that clients are continually satisfied with the service or product they’re receiving, and they see value in maintaining their relationship with the business.

It’s important to note that client retention isn’t simply about preventing clients from leaving. It’s about actively nurturing relationships, ensuring client satisfaction, and continuously meeting or exceeding their expectations. This is often achieved through outstanding customer service, superior product or service quality, and demonstrating appreciation for their loyalty.

Marcel Petitpas of Parakeeto on Client Retention

The client should never feel like they have to check in or ask to know what you’ve done, what you’re working on and what’s happening next. If left to their own imagination, the story they come up with in their heads is generally not going to be a positive one. Control the narrative, and stack the deck for every interaction by being prepared, having an agenda, and being clear about the next steps in the process so the client never feels like it’s their job to manage you to do your job.

There’s nothing worse as a client than hiring someone to solve a problem, and then having them look to you for what to do next.

Many companies prefer to focus their efforts on client retention rather than constantly acquiring new clients, as retaining existing clients often costs less and offers a higher return on investment. This approach recognizes that existing clients, especially those who are loyal and satisfied, can become powerful advocates for the brand, leading to additional client acquisition through word-of-mouth recommendations.

In essence, client retention is the backbone of a thriving agency or business. It’s a metric that directly correlates with a company’s profitability and sustainability. As such, implementing effective client retention strategies is vital to achieving long-term success in any competitive business environment.

Importance of Client Retention for Agencies

Ok, let me give you an example of the importance of retention with a friend’s love story. Lana is looking for a long-term relationship, She goes on dating apps, and meets some great women, sure enough, they get into a relationship and then a few months later, she gets dumped.

Each one of Lana’s exes says the same thing, “Once we started dating, she just stopped putting in the effort she used to.” 

I feel like most businesses do the same thing, when they’re pursuing clients they’re relentless, attentive and amazing. (Gotta love the sales team)

But once the client signs the contract, we kinda forget about them and then get our hearts broken when they leave.

Don’t be like Lana, learn how to make your customers fall in love with you.

If my mildly inspired-by-real-life metaphors are not working, let me share some data with you.

Statistics show that improving client retention rates by a mere 5% can enhance profits by 25-95%. The reason is that recurring business with existing clients usually involves less expenditure and effort compared to pitching to new ones. Moreover, existing clients are more likely to invest more in your services, enhancing your revenue in the long term. 

Secondly, high client retention signifies that your agency delivers value. It’s not just about keeping your clients but about maintaining their satisfaction levels. A satisfied client is more likely to recommend your agency to their network, thus indirectly aiding in new client acquisition. These referrals are often more valuable than leads generated through other marketing efforts, as they already have a level of trust and credibility attached to them.

Lastly, client retention helps build lasting relationships. The longer a client stays with your agency, the more you understand their needs and preferences. This deep understanding enables you to provide tailored solutions that not only fulfill but exceed their expectations, leading to client loyalty. In return, loyal clients offer honest feedback that aids in improving your services.

To conclude, client retention is the glue that holds an agency’s success together. Without a strong base of loyal clients, agencies can quickly find themselves struggling to survive in the cut-throat business environment. Therefore, investing in strategies and technologies that promote client retention should be a core focus for all agencies.

Please note, though, that client retention is not an overnight process. It requires a concerted and sustained effort to build strong relationships, deliver consistent value, and maintain high client satisfaction levels. But the rewards, in the form of increased profitability and sustained growth, are well worth the effort.

Key Metrics for Measuring Client Retention

In order to manage and improve client retention, it’s critical to measure it effectively. Several key metrics can provide insights into how well your agency is doing in this regard. Understanding these metrics can help you identify areas of improvement and devise strategies to increase client retention.

Repeat Purchase Rate

Repeat purchase rate, also known as repeat customer rate, is a critical metric to measure client retention. It is the proportion of clients that have done business with you more than once within a given time frame. A high repeat purchase rate signifies a higher level of client satisfaction and loyalty, indicating successful client retention efforts. However, a low rate can signify that your clients aren’t sufficiently satisfied with your services to engage again, thus warranting immediate action to improve your offerings.

Customer Lifetime Value (CLV)

Customer lifetime value (CLV) refers to the total revenue your agency can expect from a single client over the course of their relationship with you. It considers factors like the average purchase value, average purchase frequency, and average customer lifespan. CLV is a powerful metric as it helps determine how much you should spend on acquiring and retaining clients. Higher CLV means your retention efforts are paying off, and it may be prudent to invest more in keeping these valuable clients.

Customer Churn Rate

Customer churn rate, or attrition rate, is the percentage of clients who stop doing business with your agency during a specified period. A lower churn rate is a positive sign, indicating that more clients are sticking around. However, a high churn rate is a clear signal that client retention is a problem area for your agency, and you need to analyze the reasons behind this and take appropriate corrective actions.

Other significant metrics include the Net Promoter Score (NPS), which measures the willingness of clients to recommend your agency to others, and customer satisfaction score (CSAT), which gauges the overall satisfaction level of your clients.

Understanding these metrics provides a comprehensive view of your agency’s client retention performance, allowing you to make informed decisions and strategies to improve in areas where you may be lacking. 

Benefits of High Client Retention

While the importance of client retention is clear, understanding its tangible benefits can provide further motivation for agencies to invest in maintaining their relationships with existing clients. The advantages of high client retention are many, ranging from financial benefits to strengthening your brand reputation.

Lower Marketing Costs

High client retention equates to lower marketing costs. The reason being, it’s significantly more expensive to acquire a new client than to retain an existing one. Various studies show that the cost of acquiring a new client can be five times greater than the cost of retaining an existing one. Therefore, having high client retention can reduce your overall marketing expenditure, allowing you to allocate those funds to other areas of your business.

Increased Profitability

We’ve already learned from Bain & Company that increasing customer retention rates by just 5% can increase profits by 25% to 95%. This is because repeat clients tend to spend more, requiring less time, effort, and resources than new clients, leading to a higher return on investment.

Greater Customer Loyalty

High client retention naturally leads to greater customer loyalty. Clients who feel valued and appreciated by a company are more likely to stay with that company. This loyalty not only ensures consistent business but also can lead to referrals, effectively serving as a form of free advertising and new client acquisition.

Other benefits include increased client lifetime value, improved client satisfaction, and enhanced brand reputation. High client retention signifies a strong, trustworthy brand, which is an essential factor in attracting and retaining clients.

Implementing strategies aimed at increasing client retention can result in numerous benefits for your agency, underscoring the importance of making it a key component of your overall business strategy.

The Impact of Low Client Retention

While high client retention brings numerous benefits, it is equally essential to understand the impact of low client retention. Despite its importance, client retention is often overlooked, with more emphasis placed on client acquisition. However, neglecting client retention can have serious consequences for an agency.

Reduced Revenue

Low client retention directly impacts your agency’s bottom line. Lost clients equate to lost revenue. It’s not just the loss of a single contract; it’s the loss of the entire revenue stream that client could have provided over time. As mentioned earlier, repeat clients tend to spend more, and losing them means losing out on this increased profitability.

Increased Costs

When client retention is low, more resources need to be directed towards acquiring new clients to fill the void. This includes marketing expenses and the resources required for onboarding new clients. As stated previously, acquiring a new client can cost up to five times more than retaining an existing one. Therefore, low client retention can significantly increase your overall operational costs.

Negative Brand Image

A high client churn rate can harm your agency’s reputation. Frequent client loss can lead to negative perceptions about your agency’s reliability and the quality of your services. This negative brand image can discourage potential clients from engaging with your agency, further affecting your ability to grow.

The potential impacts of low client retention highlight the critical need for agencies to invest in client retention strategies. It is not enough to simply acquire new clients; agencies must make concerted efforts to keep their existing clients satisfied to ensure long-term success.

4 Strategies for Improving Client Retention

Investing time, effort, and resources into client retention strategies is essential for any agency aiming to succeed in the long term. Here, we outline four actionable strategies derived from our source articles that agencies can use to improve their client retention rates. And it all starts with your account management team.

Ace your Onboarding Process

First impressions matter. Psychologically, when someone has had a memorable experience with you in the first few interactions, they are more likely to be forgiving of your mistakes, more likely to give you feedback and much less likely to ghost you. 

The same principle applies to new customers. A memorable, smooth and intuitive onboarding experience will get you in their good books and actually reduce churn by up to 67%. 

Now onboarding is mostly a SaaS term, in the agency world, we call it account management.

If you want to learn more about how you can perfect client onboarding as an agency, check out this episode we did with Taylor McMaster. (Or at least forward the link to your account management team 😉 ) 

Relationship Management + Project Management = Exceptional Customer Service

Yes, customer delight is crucial, but so is smooth delivery. Your account management team should have both sides balanced perfectly. Processes that help them ensure prompt delivery, anticipating client needs and help maintain relationships through client gifting, congratulatory emails etc. both need to come together to make your clients fall in love with your services and your team.

While some agencies have these two roles separated, some manage to find those unicorns adept at both. Depending on the number of clients you have and what your scope is with them. You’ll need to figure out if you need to separate project management and customer delight or club them together. But you’re definitely going to need both to perfect your customer service and have a rock solid retention strategy.

Nobody is better positioned than your account managers to ace this area for your agency.

Here is how Jenny Plant describes account management:

“That is about account expansion, it’s running strategic workshops and immersing yourself in the client’s business. It’s all about requesting testimonials, referrals, relationship development, really getting under the skin of the business, and looking for opportunities to add more value. That’s the pure-play account manager.”

It is important to note that depending on how your agency is structured, account management can look different for you and if you want some more insight on how you can structure this department. You should definitely listen to what Jennifer Plant has to say about how account managers are the key to growing client relations.

Map your Retention to Expansion Journey

Energy flows where attention goes. And client retention is attention management in more ways than one. You need to ensure your client remembers you for all the extra miles you travel for them without it seeming like you’re asking for validation.

The better you document your client retention process the easier it becomes to keep your customers feeling like they made the right choice with you. 

It will also help you identify the best times to upsell, increase pricing and ask for referrals from your customers.

Offer Value-Added Services (VAS)

Going beyond the basic service offering can help improve client retention. This might involve offering free consultations, providing educational content, or delivering additional services tailored to the client’s needs. Such value-added services demonstrate your commitment to the client’s success and can give them more reasons to stick with your agency.

Your VAS framework can also be used as an insight mine for upselling opportunities and to understand how to expand your service offering to cater to your market needs better.

Leverage Technology

In an increasingly digital age, the right tools and technologies can make a significant difference in client retention. From CRM systems to customer analytics and feedback tools, there is a wide array of technologies that can help you understand your clients better, streamline your services, and ultimately, keep your clients satisfied.

These strategies, combined with a sincere commitment to your clients’ success, can significantly improve your agency’s client retention. By making client retention a core part of your strategy, you can ensure the longevity and prosperity of your agency.

Tools and Technologies for Client Retention

To effectively manage and improve client retention, agencies need the right set of tools and technologies. These digital assets not only streamline the process of client engagement but also provide insightful data to aid in decision-making. Let’s delve into some of these:

1. Customer Relationship Management (CRM) Software:

One of the most vital tools for managing client relationships and boosting retention is CRM software. CRMs such as Salesforce, HubSpot, and Zoho can store and manage client information, track interactions, automate follow-ups, and analyze client behavior. These insights can help agencies better understand their clients’ needs and preferences, enabling them to tailor their services and communication to enhance client satisfaction and retention.

2. Marketing Automation Tools:

Marketing automation tools like Marketo, Mailchimp, and ActiveCampaign can be very useful for nurturing client relationships. These tools automate email marketing campaigns, social media posting, and other repetitive tasks. They can also help you segment your client base and deliver personalized content, which is crucial for client retention.

3. Analytics Tools:

Analytics tools like Google Analytics, Adobe Analytics, and Mixpanel provide agencies with a wealth of data about client behavior. They can show you how clients are interacting with your website, what content they’re engaging with, where they are dropping off, and much more. By understanding this data, you can make informed decisions that enhance your client’s experience and boost retention.

4. Customer Feedback Tools:

Collecting and analyzing client feedback is essential to improve your services and client satisfaction. Tools like SurveyMonkey, Qualtrics, or Typeform can help you gather valuable insights directly from your clients. You can then use this data to improve your services and address any issues that could be negatively affecting client retention.

5. Customer Success Platforms:

Customer success platforms such as Gainsight, ClientSuccess, or Totango can help agencies understand how clients are using their products or services and identify opportunities to add value. They can monitor client health scores, predict churn, and even help your team proactively address problems before they lead to client loss.

Each tool and technology has its place in a comprehensive client retention strategy. By leveraging these tools effectively, agencies can gain a deeper understanding of their clients’ needs, provide better service, and ultimately, improve client retention.


Client retention is a fundamental aspect of a successful agency. Prioritizing long-term relationships with clients not only ensures sustainable growth but also boosts profitability, lowers costs, and fosters a positive brand reputation. Strategies for improving client retention can range from simple communication tactics to complex, data-driven approaches. With the help of modern tools and technologies, it is now easier than ever for agencies to monitor client behavior, personalize client experiences, and, ultimately, drive client retention. Remember, the core of client retention is the client’s experience, their satisfaction, and the perceived value they get from your agency.

Client Retention FAQs

What is a customer retention strategy?

A customer retention strategy is a set of actions and policies a company implements to reduce customer defections or churn. These strategies often involve providing superior customer service, offering customer loyalty programs, delivering personalized experiences, and ensuring the customer sees value in your products or services.

What is an example of customer retention?

An example of customer retention could be a subscription-based software company that launches a “Customer Success” program. The program might include dedicated customer success managers, regular check-ins, personalized onboarding and training sessions, and proactively addressing potential issues. By doing so, they keep their customers happy and engaged, reducing the chances of them cancelling their subscriptions.

What’s a good customer retention rate?

The ideal customer retention rate can vary widely depending on the industry, the business model, and the company’s size. However, a good benchmark to aim for across most industries would be 85-90%. This figure suggests that the company is doing a good job keeping its customers satisfied and engaged. But always remember, even if your retention rate is high, there’s always room for improvement.

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