Retention/rɪˈtenʃn/ Definition 1 of 4Pro Tip 1/3Success Measurement Retention rate often measures success, especially in schools or businesses. The course's success was evident in its high student retention. Pro Tip 2/3Company Loyalty Customer retention refers to a company keeping its customers over time. They changed their return policy to improve customer retention. Pro Tip 3/3Policy Context In business, retention policy could refer to how data or employees are managed. Their data retention policy ensures client information security.