WHY UX SHOULD OWN RETENTION

Summary from the TLDR Design newsletter

UX teams should own customer retention since acquiring new customers costs five times more than keeping existing ones, yet most organizations focus on acquisition while neglecting retention strategy. Retention currently falls between departments with no clear ownership, creating an opportunity for UX to claim this strategic responsibility and tie their work directly to revenue metrics. By owning retention, UX can shift from being perceived as making screens look nice to being seen as strategically important for business outcomes like lifetime customer value and churn reduction.