Cecil Jones Is Marketing
Worksheet

Customer Retention Audit

Retaining an existing customer costs 5–7× less than acquiring a new one. Audit your retention systems, calculate what churn is costing you, and build a re-engagement plan that recovers revenue already in your database.

Completion time: 25–35 minutes•For: Business owners and service managers

Instructions

  1. 1. Pull your customer list from the last 3 years. Count total unique customers.
  2. 2. Identify how many have NOT made a purchase in 12+ months. These are your churned or at-risk customers.
  3. 3. Score each retention lever below honestly. Circle the answer that matches your current reality.
  4. 4. Calculate the revenue value of your dormant customers.

Retention Health Check

Do you send post-service follow-up within 48 hours?

The single highest-leverage retention action. Thanks them, asks for feedback, plants the seed for next visit.

☐ Always ☐ Sometimes ☐ Never

Do you have seasonal maintenance reminder sequences?

HVAC spring/fall tune-ups. Plumbing winterization. Landscaping seasonal prep. These are revenue you're leaving on the table.

☐ Automated ☐ Manual ☐ Nothing

Do past customers receive any communication between jobs?

If your only touchpoint is when they need you again, they're finding someone else in between.

☐ Monthly ☐ Quarterly ☐ Annually ☐ Never

Can you list your top 20 customers by lifetime value?

If you can't identify your best customers, you can't protect them from competitors.

☐ Yes, easily ☐ With effort ☐ No

Do you have a win-back sequence for dormant customers?

Customers who haven't returned in 12+ months need a specific re-engagement strategy, not the same newsletter.

☐ Yes ☐ Somewhat ☐ No

Do you track churn rate by customer segment?

Different customer types churn for different reasons. Without segmentation, you're guessing.

☐ Yes ☐ Basic ☐ No

Churn Cost Calculator

__________ customers
__________ customers
______%
$__________
______% (typically 15–30%)
$__________ /year

Retention Improvement Plan

Implement post-service follow-up (48-hour)Owner: ________ | By: ____/____ | $________
Build seasonal maintenance reminder sequenceOwner: ________ | By: ____/____ | $________
Create win-back campaign for dormant customersOwner: ________ | By: ____/____ | $________
Set up customer LTV tracking in CRMOwner: ________ | By: ____/____ | $________

Related Playbooks: Customer Retention • Revenue Reactivation • Related: Retention Audit Tool • Email: cecil@ceciljonesmarketing.com

Use This Worksheet

Print or save as PDF. For a retention diagnostic with your real customer data, book a free Strategy Call.

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Questions? cecil@ceciljonesmarketing.com