retention
ri-TEN-shun
/rɪˈten.ʃən/
The continued possession, use, or control of something, or the ability to keep customers, employees, or information.
In business, it specifically refers to keeping existing customers or employees from leaving, which is often contrasted with acquisition.
The story behind the word. Derived from the Latin retinere, a compound of re- ('back') and tenere ('to hold'). In medieval times, it referred to a lord's right to keep a retinue of loyal followers. Today, in the corporate world, it refers to the art of holding onto customers or employees, preventing them from slipping away to competitors.
Word relationships
- preservation: Preservation implies keeping something in its original state to prevent decay, while retention is simply the act of keeping or holding onto something.
- maintenance: Maintenance involves active work to keep something functioning, whereas retention is the state of keeping possession of it.
- acquisition: Acquisition is the act of gaining new customers or assets, whereas retention is keeping the ones you already have.
- loss: Loss is the failure to keep something, resulting in its departure or disappearance.
Commonly confused with
- detention: Detention is the act of holding someone in official custody (like a punishment), whereas retention is keeping possession of assets, customers, or information.
Word family
- retain (verb): To continue to have something; to keep possession of.
- retentive (adjective): Having the ability to remember or store things easily.
Collocations
- customer retention
- employee retention
- retention rate
- improve retention
Example sentences
- "Our new loyalty program has significantly improved customer retention, reducing our churn rate by fifteen percent." Marketing performance report
- "Visual aids in the classroom have been shown to enhance student retention of complex scientific concepts." Educational psychology study
Memory hook
Think of 're-tension'—keeping the tension tight so that customers don't slip away from your grasp. Retention: Keeping what you have.
When not to use
Do not use when referring to the physical act of catching or grabbing something that is moving.
Fun facts
- In business, it is widely accepted that customer retention is five to twenty-five times cheaper than acquiring a new customer.
Related words
Explore more words
retain, preservation, tenacity, continuity, sustained, tenure
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