An airline may see that business travelers are not booking another flight. Retention asks whether acquired customers keep coming back—and what would make a continuing relationship worthwhile. Overall ticket sales can signal a business problem, but repeat bookings show this aspect of progress more directly. section 4.3.1 section 4.4.3
Retention is one of the AARRR, or Pirate, Metrics, alongside acquisition, activation, referral, and return. For a website, useful questions include how many visitors return and how often. For an airline, the question is whether business flyers book again. section 4.4.1 section 4.4.3
From obstacle to retention goal
Business flyers may meet useful contacts in flight but struggle to reconnect afterward. That limits the value of flying again. A proposed goal is for 80% of new business flyers to book again within three months. Possible responses include points earned for highly rated conversations and an app that helps travelers maintain contacts and coordinate later flights. The booking goal measures the desired behavior; the proposed features are ways to encourage it, not the measure itself. section 4.4.3 section 4.4.4
Figure 4.18 A completed Pirate Canvas shows an Epic Landscape, high-level deliverables in the context of the bottlenecks they aim to eliminate.
The completed Pirate Canvas places proposed deliverables beside the bottlenecks they aim to remove, keeping the retention goal connected to its proposed response. section 4.4.4
