How to Build a Customer Retention Strategy for SaaS

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

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How to Build a Customer Retention Strategy for SaaS

In the Software as a Service (SaaS) sector, where recurring revenue is the lifeblood of business, a robust customer retention strategy is essential. Retaining customers not only ensures a steady income stream but also reduces the overall cost of acquisition, thereby increasing profitability. This article outlines a five-step plan for creating an effective customer retention strategy, with practical examples and how to leverage tools like Flowpoint.ai and Excel for optimal analysis and visualization.

Step 1: Understand Your Customer Base

Analysis: Begin by segmenting your customer base according to their behavior, subscription plans, and usage patterns. Identify which segments are most loyal and which are at a higher risk of churn.

Tools: Use Flowpoint.ai to track and analyze user flows and conversions, identifying key behaviors that correlate with high retention rates. Excel can then be used to segment the data further and calculate specific retention rates for different customer segments.

Formula for Customer Retention Rate (CRR):


  • SS = number of customers at the start of the period
  • EE = number of customers at the end of the period
  • NN = number of new customers acquired during the period

Step 2: Enhance Customer Onboarding

Example: A SaaS company offers a step-by-step interactive tutorial for new users, ensuring they understand the value of the software from the first use.

Strategy: Develop a comprehensive onboarding process that educates customers about how to get the most out of your product. Personalized email sequences, in-app tutorials, and dedicated support during the onboarding phase can significantly improve retention.

Step 3: Implement Continuous Engagement

Example: Regularly update content in a knowledge base, offer webinars on advanced product features, and maintain an active presence on social media to keep customers engaged.

Action: Create a content calendar that addresses customer needs at different stages of their journey. Use Flowpoint.ai to measure engagement levels with different types of content and refine your strategy based on what works best.

Step 4: Foster a Community

Example: Slack communities or dedicated forums where users can share tips, ask for advice, and provide feedback on the product.

Benefit: Building a community around your product increases customer loyalty, provides valuable feedback for product improvements, and reduces churn. Measure community engagement and its impact on retention through analytics provided by Flowpoint.ai.

Step 5: Regularly Gather and Act on Feedback

Example: Use NPS surveys to gauge customer satisfaction and identify areas for improvement. Feature request boards can also be a valuable tool for understanding what additions or changes customers want to see.

Integration: Analyze survey data and feature requests using Flowpoint.ai to identify trends and prioritize product updates. Use Excel to track changes in customer satisfaction scores over time and correlate these with retention rates.

Leveraging Flowpoint.ai and Excel

Flowpoint.ai: This tool can save time by automating the collection and analysis of user flow conversions, providing a clear picture of how different factors affect customer retention.

Excel: Use Excel to perform detailed calculations and visualize data. For instance, create charts to show monthly retention rates or the impact of specific engagement strategies over time.

Combining Both: Import data from Flowpoint.ai into Excel to create customized reports and dashboards. This allows for a deeper analysis of how user flows and conversion rates correlate with retention strategies, enabling data-driven decisions.


Building a customer retention strategy for SaaS requires a deep understanding of your customers, an engaging onboarding process, continuous engagement, community building, and the regular collection of feedback. By integrating Flowpoint.ai and Excel, SaaS companies can streamline the measurement and analysis of key metrics, saving time and providing actionable insights. This five-step plan is designed to help SaaS businesses craft a well-rounded retention strategy that fosters loyalty, reduces churn, and drives sustainable growth.

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