Current Research Bulletin

In contemporary marketing, customer retention is becoming a key factor in ensuring a company’s stability, profitability, and long-term competitiveness. In this context, the need for systematic management of customer interaction across all stages of the customer lifecycle becomes particularly relevant. The purpose of the article is to provide a theoretical substantiation of customer retention as a result of integrated management of customer experience, communication, loyalty, and churn risks. The methodological basis of the study comprises the analysis, comparison, systematization, and generalization of contemporary scholarly works on customer retention, lifecycle messaging, loyalty mechanics, and churn prevention. Based on the study's findings, a comprehensive five-block methodology for increasing customer retention is proposed, comprising diagnostic-analytical, communication, motivational-loyalty, preventive, and corrective blocks. The practical value of the proposed approach lies in its potential to build a more effective system of customer interactions aimed at reducing churn, increasing repeat purchases, and strengthening long-term relationships with the target audience.

customer retention, customer lifecycle, customer experience, customer interaction management, personalized communication, loyalty programs, customer churn prevention.

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