For any B2B company with a large customer base, a key variable is the rate of Retention customers: How many customers buy upgrades or new releases and the end of the lifecycle. Companies with high churn typically spend vast sums on marketing to try to replace all those defectors. New research shows that they might be better served by smart strategies aimed at getting lost customers to come back to the fold.* These studies look at “win back” strategies. We at Celsius believe that ‘lapse prevention’ strategies are even better !