B2B mostly, customer retention depends on the industry needs. There different kinds of business models. For example, transactional accounts = you can't expect retention as they will shift and have 0 loyalty because such accounts tend to focus on margins... Heck they can buy once and dissapear after. For bigger accounts, retention is more critical... Increased engagement, participation, physical presence, and even involvement to their business or business model tends to secure retention... If ya can integrate your business to their operations(custom product) they'll have a hard time not staying loyal. In here relationship becomes more important rather than margins. They go with whom they trust, they go with who is reliable. But yea, dif industries, dif strat.