Retention Rate Management for Intel Product OpenVINO

In the modern world, there are a huge number of offers in the field of trade and services. High competition between companies motivates enterprises to develop advantages to maintain their positions. Often, the cost of attracting a new client exceeds the cost of retaining an existing one. According to research, increasing the customer retention metric by 5% leads to an increase in profit by 25 to 75%. The work consists of three chapters. The first "Customer Retention rate, impact on the market and ways to measure it" is a theoretical one, where the definition of a loyal customer, customer retention, and such indicators and types of analysis as the NPS – Net Promoter Scope, cohort analysis, RFM (Recency, Frequency, Monetary) analysis and formulas for measuring customer retention (CRR – Customer Retention Rate) were considered. The second Chapter "Determining the level of customer retention rate, analysis of external and internal data" is a practical one, where the following indicators were measured based on the actual organization Intel and the software product OpenVINO: the level of customer retention Rate using cohort analysis, NPS – Net Promoter Scope. Also analyzed the results of customer surveys, analyzed the quality of email communication, segmented clients using RFM analysis, analyzed The OpenVINO YouTube channel, and analyzed user behavior on the site with documentation. The measurement of the two main metrics CRR and NPS showed the current level of customer satisfaction and returnability. All subsequent analyses were made in order to improve these indicators. The third Chapter "Practical results and marketing proposals for the software OpenVINO product" contains conclusions based on the results of the analysis conducted in Chapter 2, as well as recommendations and marketing proposals to increase customer return. Some of the recommendations have already been implemented, some are in the process of being developed, and others are under discussion. All types of analysis and marketing offers are aimed at increasing customer retention for Intel's OpenVINO product.