Retention Strategy
Creating the frameworks and methodologies that drive sustainable retention outcomes.
CANADIAN INSTITUTE OF
RETENTION MANAGEMENT
KNOWLEDGE. STANDARDS. COMMUNITY.
IMPACT.
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Canadian Institute of Retention Management
Advancing the Profession of Retention Management
Retention is more than a metric. It is a discipline.
The Canadian Institute of Retention Management exists to advance retention management through education, research, standards, certification, and professional development.
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Be among the founding community shaping the profession.
Why Retention Management?
Organizations invest heavily in acquisition, yet long-term success depends on retention.
Retention influences
- Revenue Growth
- Customer Loyalty
- Client Relationships
- Employee Engagement
- Membership Growth
- Donor Sustainability
- Organizational Stability
Despite its impact, retention management has never been formally recognized as a profession. We're working to change that.
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Our Framework
The Four Pillars
CRM Logistics
Operationalizing retention through systems, processes, automation, and governance.
Customer Intelligence
Transforming data into actionable insights that improve relationships and decision-making.
Lifecycle Management
Optimizing every stage of the relationship lifecycle to increase value and engagement.
The Body of Knowledge
Retention Management Body of Knowledge
The Retention Management Body of Knowledge (RMBOK) establishes the competencies, principles, and practices that define the profession.
Key Domains
01Foundations of Retention Management
02Retention Strategy & Planning
03Relationship Management
04CRM Strategy & CRM Logistics
05Customer Intelligence & Insights
06Customer Experience & Journey Management
07Loyalty, Advocacy & Community
08Lifecycle Management
09Retention Analytics & Measurement
10Retention Technology & AI
11Employee & Organizational Retention
12Ethics, Privacy & Professional Practice
On the Horizon
Coming Soon
Coming SoonProfessional Membership
Coming SoonProfessional Certifications
Coming SoonResearch & Benchmark Reports
Coming SoonContinuing Education
Coming SoonIndustry Events
Coming SoonProfessional Standards
Coming SoonAdvisory Council
Coming SoonRetention Excellence Awards
Founding Community
Help shape the future of Retention Management.
Join business leaders, CRM professionals, customer experience specialists, retention practitioners, customer success leaders, and organizational growth experts who believe retention deserves professional recognition.
Join the Founding Community