Customer accounts – Value of existing accounts or customers

A measure of the value of maintaining the existing customer base rather than finding new customers. It reflects the importance of increasing customer loyalty and retention in order to increase the profitability of the organisation.

BPIR Categories

4.2.1 Manage sales & sell products & services
15.2.2 Customer retention/referral/relationship building
15.6.4 Market, selling & invoicing processes