Glossary

The language of retention.

The key terms around retention — explained clearly, without jargon.

A layer that unites context, decision and execution of retention — the category GRVITY builds.

The ongoing work of keeping existing customers active and happy — instead of only acquiring new ones.

When customers stop buying or cancel. The churn rate measures the share over a period.

The total value a customer brings over the whole relationship.

A group of customers with a common starting point (e.g. month of first purchase) to compare behavior over time.

A group of customers by shared traits or behavior. With GRVITY living, not static.

The phases a customer moves through: new, active, fading, loyal, churned.

The first steps after purchase or signup that lead to first value.

Measures to bring inactive customers back before they're gone for good.

A customer event (purchase, click, abandon) that can trigger an action.

A system that merges customer data from many sources into one profile.

An upper limit on how often someone is contacted in a period.

The flow that follows up on failed payments automatically to avoid involuntary churn.

Content, offer and timing individual per person, not just per segment.

AI that doesn't just suggest but acts on its own within a set frame.

The one reliable data source all systems refer to — e.g. points in the wallet.

The documented permission to contact someone over a specific channel.

A metric for how likely someone is to recommend a product.

From theory to practice.

See how these concepts work together in GRVITY.