Jim answers questions from fellow Drillers (More questions with answers here , Work Overview here , Index of concepts here ) Topic Overview Hi again folks, Jim Novo here. What is your customer retention rate? Well, that kinda depends on how you define the customer. Have you had an internal discussion, and more importantly, solidified agreement across divisions / functions on the definition of an (active?) customer? Please do. For example, is someone who hasn’t interacted with your company in any way for over 5 years still a customer? You see, if you don’t specifically define a customer, then you can’t have discussions around topics like reactivation, retention, Lifetime Value (LTV) and so forth. Where to start? With segmentation. Create segments of similar customers, then try to decide which segments are still customers; this exercise will get you going down the right track. The Drillin’?…