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A Summary of

Renewal is NOT Retention

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Renewal and retention are not the same.

  • Renewal is a member’s decision making process to continue their membership before or when the current membership cycle ends or expires.
    • This process is continuous over the entire cycle because consumers can cancel the service at any time. 
    • The renewal system tests your product's value repeatedly by determining users' willingness to pay.  
  • Conversely, a membership can be retained.
    • Retention is a state rather than a process or a decision; it's the state in which consumers use the product and continue to use the product.
    • Retention is a determinant for renewal. 
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