Start by understanding why customers leave. Exit interviews and churn analysis reveal patterns you can address. The best retention strategy is often improving the core product experience.
Strong answers cover: churn analysis to understand why customers leave, segmenting at-risk customers, designing targeted interventions (onboarding improvements, engagement campaigns, win-back sequences), measuring retention by cohort, and calculating the economics of retention versus acquisition. Best candidates frame retention as a cross-functional effort, not just a marketing programme.
Tests lifecycle marketing thinking. Candidates who only focus on acquisition are missing the more efficient growth lever. Ask: "What is the most effective retention tactic you have implemented and what was the measurable impact?"