{
  "version": "1.3.0",
  "releasedAt": "2026-05-20",
  "kpi": {
    "rogueId": "customers.retention_insights",
    "slug": "retention_insights",
    "domain": "customers",
    "defaultLabel": "Retention Insights",
    "description": "Free-form commentary from the CS / Sales leadership on retention trends, cohort behavior, and underlying drivers of loyalty (or its absence). Pairs with the quantitative retention KPIs (NRR, GRR, logo retention) and gives the board the \"why\" behind the numbers — which cohorts are strong, which are weak, what feature engagement correlates with retention, what onboarding changes are landing. Common pitfall: filler prose that restates the numbers without adding causal insight — a board reader should learn something here they could not infer from the metrics page alone.",
    "fieldType": "text",
    "unit": null,
    "maturity": "general",
    "suggestedForStages": [
      "seriesA",
      "seriesB",
      "seriesC",
      "public"
    ],
    "defaultOwningFunctions": [
      "Sales"
    ],
    "stageRelevance": {
      "seriesA": "recommended",
      "seriesB": "recommended",
      "seriesC": "recommended",
      "public": "recommended"
    },
    "definitionSource": {
      "tier": "editorial",
      "sourceName": "imboard Editorial",
      "sourceUrl": null,
      "sectionRef": null,
      "publicationDate": "2026-04-01",
      "attributionNotice": null
    },
    "formula": "Qualitative — no calculation. Free-form narrative commentary, typically 100–300 words, with concrete cohort references (e.g. \"Q3 2024 cohort showing 12% better NRR than Q2 2024 cohort, driven by adoption of feature X within 30 days of go-live\").",
    "whyItMatters": "Adds causal explanation to the retention numbers — boards optimize for diagnoses, not just descriptions. Reading \"NRR slipped from 115% to 108%\" is half the story; reading \"NRR slipped because two large customers cut seat counts as they integrated us with an acquired vendor — non-recurring\" is the actionable version.",
    "interpretationGuidance": "Anti-pattern: prose that restates the numbers (\"NRR was 108% this quarter, down from 115%\") without explaining drivers. Strong content names specific cohorts, customer segments, or product surfaces and ties them to the metric movement. If the team cannot articulate the \"why\" yet, write \"diagnosis in progress — investigating with CS team, update next board\" rather than padding.",
    "relatedKpiIds": [
      "customers.net_revenue_retention",
      "customers.gross_revenue_retention",
      "customers.logo_retention_rate",
      "customers.expansion_opportunities",
      "customers.churn_risks"
    ]
  }
}