The Client Retention Report helps you identify clients who may need attention before they stop doing business with you.

It analyses each client’s recent sales activity and classifies them as Active, At Risk, or Churned. It also highlights active clients whose latest invoice value has dropped significantly compared to their usual invoice value.

Instead of manually reviewing every client, you can use this report to understand:

• Which clients should be contacted first
• Which active clients are spending less
• How long each client has been inactive
• When their latest document, invoice, payment, or communication was recorded
• Which recently churned clients may still be recoverable
• How much typical invoice value is associated with At Risk clients

Access the Client Retention Report

Go to Reports → Accounts Receivable → Client Retention Report → Open:

When you open the report for the first time, Refrens may need to prepare your client data before showing the report.

This may take some time to reflect based on the data the system has to process for your business.

Once your report is ready, you'll receive an in-app notification like below:

Click Open report to view the report start reviewing your clients.

(This preparation is required only the first time you access the report)

Understand the Retention Summary

The Retention Summary gives you a quick overview of your client base:

It contains the following information:

• Active Clients
• At Risk Clients
• Churned Clients
• Revenue at Risk

How Revenue at Risk Is Calculated

The combined average invoice value of all clients currently marked as At Risk.

Revenue at Risk does not include Churned clients.

First, Refrens calculates the average invoice value of each At Risk client:
Average Invoice Value = Total Invoice Value ÷ Number of Invoices

It then adds the average invoice values of all At Risk clients:
Revenue at Risk = Sum of Average Invoice Values of At Risk Clients

Example:

Suppose you have three At Risk clients:

The Revenue at Risk will be: ₹20,000 + ₹35,000 + ₹15,000 = ₹70,000

Revenue at Risk is a retention indicator. It does not mean that ₹70,000 will definitely be lost. It helps you understand the typical invoice value associated with clients who may require attention.

How Client Status Is Calculated

Each client's status is determined:
Days Idle = Current Date − Date of Latest Sales Document

Relevant sales documents include invoices, quotations, proforma invoices and sales orders.

By default, a client is considered Churned after 90 days of inactivity.

Refrens marks the client as At Risk when they complete 70% of this inactivity period.

For the default 90-day period: 70% of 90 days = 63 days

This means:

Clients with no sales document are treated as Churned for classification purposes.

Examples:

2) Report Table

The report gives you a quick overview of your clients and highlights the ones that may need your attention:

Understanding the Table:

Why Am I Seeing Dash (-) Instead of Data?

A dash (-) appears when data is unavailable or when a value, such as a spend drop, is not applicable.

What is the difference between Last invoice and Last Doc?

Last Invoice only shows the client’s most recent invoice.

Last Doc considers the client’s most recent relevant sales document, which can be an:

• Invoice
• Quotation
• Proforma invoice
• Sales order

For example, suppose a client’s last invoice was created 80 days ago, but a new quotation was created 10 days ago.

The quotation indicates that the client is still engaging with your business. Therefore, the latest document date gives you a more complete view of the relationship than the invoice date alone.

What does Drop% show?

A client can still be Active while their spending is decreasing.

The report highlights these clients with Spend Drop when their latest invoice value is significantly lower than their average invoice value.

The spend drop is calculated as:

Spend Drop % = (1 − Last Invoice Value ÷ Average Invoice Value) × 100

Example:

Suppose:

• Average invoice value = ₹50,000
• Latest invoice value = ₹20,000

The client's Spend Drop is: 60%

This can help you identify clients whose business with you may be declining even though they are still actively invoicing.

Spend Drop is shown only when:

• The client is Active
• The drop crosses the configured threshold
• Sufficient invoice history is available for comparison

Otherwise, the column displays -.

View More Client Details:

Click More against a client to access the available actions:

• View Client: Opens the client details in a drawer without leaving the report.
• View Client Invoices: Opens the invoices associated with the client.
• View Client Quotations: Opens the quotations created for the client.

These options help you review the client’s history before deciding on the appropriate follow-up.

7) Filter the Report

The report opens with the Actionable filter selected so that clients who need attention appear first:

Use the Status filter to view:

• Actionable: Clients who currently need a retention follow-up
• All Clients: All billed clients included in the report
• Churned: Clients classified as churned
• At Risk: Clients approaching the churn threshold
• Active: Clients with recent business activity

You can also use the Client filter to view the report for a particular client.

Select the required filters and click Apply Filters.

Individual table columns can also be filtered to narrow the report further.

8 ) Download the Report

Click Download CSV to export the report:

Use the CSV export to:

• Analyse your client data outside Refrens
• Share the list with your team
• Create follow-up lists
• Perform additional analysis
• Keep a record of your retention data

The exported file includes the report data available in the table.

Best Practices for Client Retention

Follow up with At Risk clients first:

At Risk clients are approaching the inactivity threshold, so contacting them early can help prevent churn.

Watch for Spend Drops:

A client doesn't have to stop invoicing completely before they become a retention concern.
A significant reduction in invoice value can be an early sign that the client's business with you is declining.

Check recent activity:

Before contacting a client, review their:

• Last invoice
• Last document
• Last payment
• Last communication
• Invoice trend

This gives you better context for your follow-up.

Use filters to prioritise:

Create focused lists using multiple filters instead of manually reviewing every client.
For example, you can find:
Active + high Spend Drop + high Lifetime Value

These clients may deserve immediate attention because they are still active but have significant revenue potential.

Frequently Asked Questions

1) Why can't I see some of my clients?

The default Actionable view focuses on billed clients who have meaningful invoice history and may require retention follow-up.

It may exclude:

• Non-billed clients
• Clients with no invoice history
• Very old Churned clients
• Inactive clients that are not currently actionable

Use the available filters or another report view when you need to find additional clients.

2) Why Am I Seeing Dash (-) Instead of Data?

A dash (-) appears when data is unavailable or when a value, such as a spend drop, is not applicable. (For example, Drop % is shown only when an Active client has a meaningful spend reduction that crosses the configured threshold. Otherwise, - is displayed.)

3) What is the difference between Last invoice and Last Doc?

Last Invoice only shows the client’s most recent invoice.

Last Doc considers the client’s most recent relevant sales document, which can be an:

• Invoice
• Quotation
• Proforma invoice
• Sales order

For example, suppose a client’s last invoice was created 80 days ago, but a new quotation was created 10 days ago.

The quotation indicates that the client is still engaging with your business. Therefore, the latest document date gives you a more complete view of the relationship than the invoice date alone.

Updated on: 10/09/2026