B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Unknown
25%
25% -- profit increase from 5pct customer retention increase for Companies that increase customer retention by 5% (1990)
Increasing customer retention by 5% leads to a 25% to 95% profit increase.
- Reported as a range of 25% to 95%
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
25%
Unit
Percentage
Data Vintage
1990
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvard Business Review
Primary
Tier C
https://pathtocontent.com/content-for-buyers-journey/ ↗
Source Article
Content For Buyer’s Journey: How To Create Content For Every Stage?
Have you bought a tub of ice cream on impulse? We’re all guilty of that.
Ever bought a laptop without checking its features and reviews a hundred times? I’m sure you haven’t.
The intent and journey to both of these purchases vary hugely. A successful sales plan starts with knowing your buyer’s journ…
Original Research
Harvard Business Review
· Original study ↗
Methodology
Article attributes the figure to Harvard Business Review without stating a date; underlying HBR/Bain research (Reichheld & Sasser) dates to 1990. Source reports a range (25%-95%); midpoint of 60% extracted per range-handling rule.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Companies that increase customer retention by 5%: 25% profit increase from 5pct customer retention increase. Source: Harvard Business Review (1990). Via Lighthouse Intelligence -- https://lighthousedata.io/data/customer-retention-5pct-profit-increase-hbr
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<blockquote cite="https://lighthousedata.io/data/customer-retention-5pct-profit-increase-hbr" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>25%</strong> -- profit increase from 5pct customer retention increase for Companies that increase customer retention by 5%<br><small>Source: Harvard Business Review (1990) · <a href="https://lighthousedata.io/data/customer-retention-5pct-profit-increase-hbr" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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