Top 10 Customer Retention Challenges You Need to Know in 2024

customer retention challenges

Customer retention is one of the most critical aspects of any business, especially in a SaaS environment where the competition is fierce and customer expectations are ever-growing.

Businesses often face various customer retention challenges, which prevent them from maintaining long-term customer relationships and stable business growth.

The key to creating and implementing effective retention strategies lies in understanding these specific challenges, and this is precisely why we are here today. Read on to learn about the common customer retention challenges and ways to overcome them.

Common Customer Retention Challenges

Due to the nature of the business model, SaaS companies face unique difficulties. If you aren’t paying enough attention, these issues can pass unnoticed until the retention rate begins to drop dramatically. Therefore, it is crucial to identify the given issues on time so that you can solve customer problems proactively and avoid facing high churn rates. Now, let’s see the 10 most common retention challenges:

1. Poor customer service

This problem can have a significant negative impact on customer satisfaction, customer loyalty, and overall business growth. Customers expect rapid responses to their issues and queries, so customer service that comes with a slow response time is surely not an option. Also, poor product knowledge, limited support channels, unresolved issues, and failure to communicate with the customer proactively all indicate that your customer service requires serious improvements.

2. No personalisation in communication with customers

Treating your customers to generic responses instead of personalised interactions that address their unique needs affects them negatively. Without personalised interactions based on their specific needs and preferences, you’re missing opportunities to not only provide relevant information for customers but also to upsell and retain existing customers. When personalised communication is utilised, it can improve engagement and motivate customers to continue using your product as their individual needs are addressed in an adequate way. Make sure to collect customer feedback, use automation tools only when it can enhance personalisation, and ask customers for their feedback to better understand their requirements.

3. Lack of segmentation

If you don’t take time to meet your customers and understand their needs, you are falling into the trap of implementing ineffective marketing campaigns and retention strategies that won’t resonate with different customer segments. Also, you’re failing to deliver personalised customer experiences to your customers, which can negatively affect customer satisfaction, loyalty, and, by all means, customer retention. Therefore, you should segment your customers based on their behaviour, demographics, and any other trait that you find important. To automate the segmentation process, you can use a platform like Akita, which allows you to perform customer segmentation based on any trait, and review and update segments regularly. 

4. Customers don’t engage enough with the platform

This type of issue is surely one of the most common customer challenges in SaaS. If your customers don’t use your platform actively, they will probably not see its value and will ultimately churn. To avoid this, you can improve the onboarding process by making it more user-friendly, implementing features encouraging customers to interact with your platform, and encouraging collaboration. Also, you can avoid disengaging by tracking customer usage data to identify patterns and reach out to customers who may be disengaging. You can highlight the value proposition to demonstrate how the platform can improve their workflows.

5. No loyalty programs

Loyalty programs are created to incentivise existing customers to stay with your company by offering discounts, rewards, and other exclusive benefits for their continued trust, loyalty, and engagement. If you don’t offer these programs to loyal customers, they might feel tempted to switch to a competitor that offers them. You can offer access to premium features, discounts on next subscriptions, exclusive content, training sessions, etc. Also, by treating your customers to excellent customer support, you’re stating that they are extremely valued by your company.

6. No knowledge base for common issues

Without a knowledge base, customers can struggle to solve the issues on their own, which can easily lead to frustration. Make sure to create a centralised hub with self-service options so customers can find answers to various questions and learn how to use the platform more effectively and easily. You can include everything from training resources and tutorials to information on new features and updates. Then, encourage customers to use the given knowledge base as a first resource for their issues by simply promoting these self-service options.

7. No training materials or tutorials for new users

Not having training materials for new customers is surely one of the most significant customer challenges in SaaS. These materials help the customer onboard smoothly and learn how to use the software so that they can derive value from it as soon as possible. If a new user fails to understand the software, they will probably feel frustrated and abandon the platform. In order to avoid this, create comprehensive training materials like video tutorials, demos, and written guides, or offer onboarding sessions conducted by a team member. In-app guidance is always a good idea, just as self-paced learning modules that the customer can access anytime.

8. Customers don’t clearly understand your product’s value

if the customer fails to understand how your platform can solve their issues and facilitate their workflows, they will fail to see the value in using it and eventually churn. Early on you should explain how your product can solve their specific issues better than similar solutions by communicating the value proposition clearly to your customers. 

Offer use cases that show how your product helped existing customers achieve their goals, or/and offer free trials or product demos that allow them to experience the product’s value rapidly. The surest way to retain customers is to help them understand how your platform can improve their lives, and this is why it is crucial to educate them about it properly.

9. More resources spent on acquiring than retaining customers

Acquiring new customers is important for growth, but retaining customers is equally critical for long-term success and sustainability. To balance resources between customer retention and customer acquisition, you can first calculate the customer lifetime value of your customers to understand the value they bring to you. This is a way to justify greater investment in retention strategies. 

Also, make sure to invest in onboarding and training processes to help customers derive value from your product quickly. Finally, you can implement customer success programs that help customers achieve their objectives and monitor key retention metrics regularly to evaluate the efficiency of your customer retention strategies and make better decisions about resource allocation.

10. Slow adaptation to customer needs and preferences

Customer expectations are constantly changing in the SaaS environment, and companies often fail to adapt to these needs and risk losing customers to competitors who react more quickly. This is why it’s vital to analyse customer feedback so you can identify preferences and trends and adapt them to your product. Use customer data to tailor offerings and deliver a personalised experience for each of them.

11. Customers aren’t satisfied with your product

The last one is certainly a critical one when it comes to retention. It’s as simple as it gets – when customers aren’t satisfied with your product, they will probably churn and seek alternative solutions. 

First, make sure to understand the causes. Perhaps, it’s a lack of features, poor customer support, or usability. You can do this by soliciting customer feedback and identifying the areas that require improvement. Make sure to improve your product’s usability continually to make it more user-friendly, and add new features (based on market trends and customer feedback). Offer excellent customer support, training, and education, and implement various customer success programs to help customers achieve their desired goals more quickly.


Customer retention is a critical segment of business success, yet it comes with a set of unique challenges that need to be addressed before they begin to harm retention rates and business health. The first step is to understand which ones your business is facing, and the second is to create effective retention strategies that can help you overcome them. After all, you should perceive the given challenges as an opportunity to grow, find your unique voice, and stand out from the market. The best way to retain customers is to get to know them to the core. With the right tools, like Akita, and a motivated team by your side, you can achieve precisely that, face these customer retention challenges without much fear, and strengthen customer relationships to achieve long-term success.

Frequently Asked Questions

What is the biggest challenge to customer success?

The biggest challenge to customer success can vary from industry to industry, but some common challenges include understanding customer needs, adapting to change, measuring and scaling success, and managing customer expectations.

How can companies improve onboarding to increase retention?

Companies can improve onboarding by providing personalised experiences, comprehensive training and educational materials, and a seamless onboarding process.

Is customer support important to retaining customers in SaaS companies?

Customer support is one of the most important aspects of customer retention, as it helps customers resolve issues quickly, address their concerns, and improve their overall experience.

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