了解企业收入不仅仅是每月查看利润。大多数企业应监测和评估一系列不同的收入指标，以了解公司绩效并预测未来增长。企业选择衡量的具体指标将极大影响其评估业务健康状况和根据这些洞察采取相应行动的能力。

客户留存率始终是 SaaS 企业关注的重点，原因显而易见。客户留存率提高 5% 可使公司的盈利能力增加 25% 至 95%，而获取新客户的成本通常是留住现有客户的 5 至 25 倍。2021 年，SaaS 市场的估计价值约为 1460 亿美元，预计到 2023 年将增加到 1950 亿美元。能够识别改善留存策略机会的 SaaS 企业具有巨大的增长潜力。这就是净收入留存率 (NRR) 发挥作用的地方。

以下是企业需要了解的 NRR 的定义、计算方法以及其对 SaaS 客户留存和增长策略的重要性。

本文内容

• 什么是净收入留存率？
  
• 如何计算净收入留存率
  
• 净收入留存率与总收入留存率的比较
  
• 净收入留存率基准
  
• 什么是好的净收入留存率？
  
• 为什么净收入留存对 SaaS 企业重要
  
• Stripe Sigma 如何提供帮助
  

什么是净收入留存率？

净收入留存率 (NRR) 是衡量公司在特定时间段内从现有客户保留收入能力的指标。NRR 比毛收入留存 (GRR) 或客户留存更全面，因为它受到追加销售、扩展及客户流失所造成的收入损失的影响。

如何计算净收入留存率

NRR 通过计算在特定时间段结束时来自现有客户的净收入增长，并将其除以该时间段开始时来自同一客户的收入来进行计算。NRR 考虑了来自多个来源的经常性收入的变化——新客户、价格上涨、追加销售和扩展，以及在此期间流失或降级的客户所造成的收入损失。

要计算 NRR，首先需要确定在特定时间段内现有客户产生的收入，不包括在该期间内获得的新客户的收入。此收入称为“净经常性收入”。还需要确定在该时间段开始时来自同一客户的收入，称为“期初经常性收入”。

计算 NRR 的公式如下：

NRR = [（期初经常性收入 - 流失客户的每月经常性收入 (MRR) - 降级造成的 MRR 损失 + 升级收入）/（期初经常性收入）] x 100

例如，假设一家公司在 1 月初的现有客户经常性收入为 100,000 美元。在这个月，该公司因客户流失损失了 5,000 美元的 MRR，因降级损失了 2,000 美元的 MRR，因升级获得了 8,000 美元的 MRR（追加销售、交叉销售和扩展）。1 月份的 NRR 可以计算如下：

NRR = [(100,000 美元 - 5,000 美元 - 2,000 美元 + 8,000 美元) / (100,000 美元)] x 100
NRR = 101,000 美元 / 100,000 美元 x 100
NRR = 101%

NRR 可以按月、季度或年度进行计算，具体取决于公司的商业模式和所需的洞察。例如，企业可以为特定市场、客户细分、活动或季节计算 NRR。

净收入留存率与总收入留存率的比较

净收入留存率和毛收入留存率 (GRR) 都是衡量公司收入增长的指标，提供有关留存策略有效性的见解。

然而，它们的计算方式不同，提供了有关企业健康状况的不同信息。NRR 的计算更为全面，包括来自升级（如追加销售、交叉销售和扩展）的新收入，但在计算 GRR 时不包括这类收入。GRR 仅考虑从现有客户中保留或流失的收入。

GRR 的计算方法是将给定期间结束时产生的总收入除以该期间开始时来自这些相同客户的收入。

GRR 的计算公式为：

GRR = [（期初经常性收入 - 流失客户的 MRR 损失 - 降级造成的 MRR 损失）/（期初经常性收入）] x 100

与 NRR 不同，GRR 不能大于 100%（即使流失率为零且没有降级），因为它不包括客户在升级上的支出。

这两个指标各有优缺点，并且都可以提供可行的信息。虽然 NRR 提供了收入增长的更完整的视图，包括追加销售和交叉销售的努力，但如果公司的现有客户收入增长的努力尤其成功，可能会掩盖留存问题。在这种情况下，NRR 可能很高，但仍然在失去客户。

相反，GRR 通过更清晰地表明流失的 MRR 来突显留存问题。GRR 对于同时拥有经常性和非经常性收入模型的公司也很有用，因为它全面显示了公司在多大程度上成功地保留了客户并随时间增加了整体收入。

净收入留存率基准

NRR 基准包括一套行业标准，企业可以用来将其绩效与同行进行比较。这些基准在不同的行业中差异很大。NRR 基准通常基于来自同一行业或具有相似商业模式的公司的数据，用于提供什么被认为是“良好”或“平均”NRR 的基准。

要更好地理解您的 SaaS 公司随时间变化的留存和增长趋势，可以将当前的 NRR 与公司的历史 NRR 以及行业基准进行比较。

什么是好的净收入留存率？

NRR 基准因行业和企业阶段而异，但通常 NRR 高于 100% 表示客户留存和收入增长水平健康。

以下是不同 NRR 级别对 SaaS 企业的指示的简要概述：

• 高于 100%
  NRR 超过 100% 表明企业能够保留大部分或全部现有客户，并通过追加销售和扩展来增加收入。

• 80%–100%
  NRR 在 80% 到 100% 之间通常意味着企业保留了大部分客户，但收入增长可能没有达到最大化。当 NRR 在此范围时，企业可能需要查看其客户流失率和客户终身价值 (LTV)，以了解较低的 NRR 是否是由客户流失或未能有效地对现有客户进行追加销售和交叉销售所导致的。

• 低于 80%
  NRR 低于 80% 通常被认为较低，表明公司可能在客户留存方面存在困难，需要加强留存工作。

有些企业的 NRR 低于 100%，但仍可被视为健康。如果这些企业处于快速增长阶段，其新客户的获取速度快于现有客户的流失速度，那么整体收入可能会增加。

即使没有保留所有现有客户，公司也可能会拥有 100% 或更高的 NRR。

以下是可能出现这种情况的一些情景：

• 价格上涨
  如果公司提高产品或服务的价格，即使失去了一些客户，来自现有客户的收入也可能会增加。例如，如果公司有 10 个客户，每人每月支付 100 美元，而价格上涨到每月 120 美元，则即使失去 1 个客户，剩下的 9 个客户仍会带来净收入留存的总体增加。

• 追加销售
  如果公司成功地向现有客户推销更高价的产品或服务，即使失去了一些客户，收入也可能增加。例如，如果公司有 10 个客户，每人每月支付 100 美元的基础服务费，且其中 5 个客户升级到每月 200 美元的高级服务，即使有 4 个未升级的客户流失，剩下的 6 个客户仍会带来净收入留存的总体增加。

• 获得具有更高收入潜力的新客户
  如果公司获得的新客户的收入潜力高于其流失的客户，即使失去了一些现有客户，也可能会看到净收入留存的增加。例如，如果公司流失了 5 个每月支付 100 美元的客户，但获得了 2 个每月支付 500 美元的新客户，即使失去了客户，净收入留存仍会增加。

这些情境说明了为什么需要结合其他指标来看待 NRR，以便获得更全面的情况。尽管高 NRR 几乎总是有利的指标，企业仍可能在留存方面遇到问题。即使 NRR 在报告期结束时表现良好，了解哪些方面做得好以及哪些可以改进仍然很有帮助。

为什么净收入留存对 SaaS 企业重要

收入指标告诉企业其资金来源以及在哪里存在损失。对于 SaaS 企业，收入指标可以明确哪些产品和服务在关键市场领域表现良好或失败，揭示营销、销售和用户获取流程中的低效之处，并影响预算预测和支出计划。

以下是 NRR 作为 SaaS 企业重要收入指标的几个原因：

• 衡量留存工作的有效性
  低 NRR 表明公司可能在留住客户方面存在困难，需要提高客户参与度和满意度。

• 指示未来的增长潜力
  NRR 通常与其他指标（如客户流失率和 LTV）结合使用，以更全面地了解公司的绩效、健康状况和增长前景。

• 及早发现问题
  NRR 为企业提供其收入表现的时间视图，有助于尽早识别问题。订阅型企业如果能及早发现留存问题，可以防止未来显著的收入损失。

• 评估整体业务表现
  高 NRR 表明公司不仅成功地保留了客户，并通过追加销售和扩展增长收入，而且为客户提供了他们喜爱的体验和产品。

What is a good net revenue retention rate?

NRR benchmarks vary depending on the industry and the stage of the business, but an NRR above 100% generally indicates healthy levels of customer retention and revenue growth.

Here’s a brief overview of what different NRR tiers indicate about a SaaS business:

• More than 100%
  An NRR rate of over 100% suggests that a business could be retaining most or all of its existing customers and has grown its revenue from upsells and expansions.

• 80–100%
  An NRR rate between 80–100% typically means that the business is retaining most of its customers, but may not be growing its revenue as much as it could. When businesses see an NRR in this range, they might need to look at their churn rate and customer lifetime value (LTV) to understand whether the subpar NRR is a result of customer drop off or a failure to upsell and cross-sell effectively with existing customers.

• Below 80%
  An NRR rate below 80% is generally considered to be low and suggests that the company is likely struggling to retain customers and may need to focus on improving retention efforts.

Some businesses might have an NRR below 100% and still be considered healthy. If they are in a very high-growth stage, where they are acquiring new customers at a faster rate than they are losing existing ones, this can result in an overall increase in revenue.

It’s also possible for a company to have an NRR of 100% or more, even if it has not retained all existing customers.

Here are a few scenarios where that could happen:

• Price increases
  If a company increases the price of its product or service, it could see an increase in revenue from existing customers even if it loses some customers. For example, if a company has 10 customers who each pay $100 per month and it raises the price to $120 per month, it could lose one customer but still see an overall increase in net revenue retention from the remaining nine customers.

• Upselling
  If a company is successful in upselling existing customers to higher-priced products or services, it could see an increase in revenue even if it loses some customers. For example, if a company has 10 customers who each pay $100 per month for a basic service, and it upsells five of those customers to a premium service that costs $200 per month, it could lose four customers who haven’t upgraded but still see an overall increase in net revenue retention from the remaining six customers.

• Acquisition of new customers with higher revenue potential
  If a company acquires new customers who have a higher revenue potential than the customers it loses, it could see an increase in net revenue retention even if it loses some existing customers. For example, if a company loses five customers who each pay $100 per month, but it acquires two new customers who each pay $500 per month, it could see an increase in net revenue retention even though it has lost customers.

These scenarios show why it’s important to look at NRR alongside other metrics to get a fuller picture. While a high NRR is almost always a favorable indicator, you could still be experiencing problems with retention. Even if NRR looks strong at the end of a reporting period, it’s still helpful to know what specifically is working well and what can be improved.

Why net revenue retention is important for SaaS businesses

Revenue metrics tell a business where their money is coming from—and where they’re losing it. For SaaS businesses, revenue metrics can pinpoint which products and services are succeeding or failing with key market segments, uncover inefficiencies in marketing, sales, and user acquisition funnels, and impact budget projections and spending plans.

Here are a few reasons why NRR is an important revenue metric for SaaS businesses:

• It measures the effectiveness of retention efforts
  A low NRR indicates that the company could be struggling to retain customers and might need to improve customer engagement and satisfaction.

• It indicates future growth potential
  NRR is often used in conjunction with other metrics, such as churn rate and LTV, to provide a more complete understanding of a company's performance, health, and growth prospects.

• It identifies issues early
  NRR offers businesses a view of their revenue performance over time, which can help them identify issues early on. Subscription-based businesses that identify retention issues early can prevent significant revenue loss in the future.

• It evaluates the overall business performance
  A high NRR indicates that a company is not just successfully retaining customers and growing revenue through upsells and expansions, but delivering an experience and products that their customers love.

How to increase net revenue retention

Improving NRR requires protecting your current revenue floor while creating seamless pathways for customer expansion. Businesses can increase NRR by following these steps:

• Focus on proactive customer success
  Shift from a reactive to a proactive model. Track customer metrics like login frequency, feature adoption, and support ticket trends to identify accounts at risk of churning before they reach their renewal date.

• Optimize customer expansion
  Identify situations when a customer’s usage suggests they are ready for a higher tier or additional modules. For example, if a user hits a seat limit or frequently accesses a locked premium feature, automated in-app prompts or personalized outreach can convert that need into incremental revenue

• Identify and mitigate contraction
  Analyze the common reasons for account downgrades and offer alternative paths that keep the customer in the ecosystem rather than losing them to total churn.

• Formalize the product feedback loop
  Use NRR data to inform the product roadmap. If customers are consistently churning or contracting at a specific lifecycle stage, it often indicates a product gap.

• Streamline the renewal process
  Friction in the billing or renewal process is a common cause of accidental churn. Implement automated renewal reminders and offer flexible payment options to ensure that administrative hurdles don't lead to a loss of revenue.

Revenue retention with Stripe Billing

After understanding NRR, businesses need to translate the insights into action. This is best accomplished with an end-to-end solution for customer revenue management, such as Stripe Billing.

Stripe Billing provides charts that illustrate net revenue retention, broken down by customer cohort. Stripe Billing also tracks other important metrics related to customer payments, upsells, churn, and revenue more broadly. Companies can use the platform to benchmark against similar businesses, which can help high-growth SaaS platforms capture more revenue, launch new products or business models, and accept recurring payments globally.

Stripe Billing also offers features that can help businesses improve their revenue retention:

• Flexible billing plans
  Stripe Billing allows businesses to create flexible billing plans, including the ability to offer free trials, discounts, and prorated charges. This allows businesses to create plans that are tailored to the needs of their customers.

• Automatic payments
  Stripe Billing supports automatic payments, meaning businesses can bill their customers on a recurring basis without manually processing payments each time. This helps ensure that customers are billed on time and can reduce billing issues that result in customer churn.

• Retry logic
  Payment failure is one of the top reasons for customer churn, for SaaS businesses. Stripe Billing contains built-in retry logic that automatically retries failed payments and notifies businesses of any billing issues. This can help businesses quickly address any billing problems and minimize lost revenue due to payment failures.

• Customer management
  Stripe Billing enables businesses to view and manage all of their customer information in one dashboard. This includes information such as billing address, subscription plan, and payment history. This dashboard can help businesses quickly identify and address any billing issues.

Stripe Billing provides businesses with tools to easily manage their recurring revenue and subscriptions and automate the billing process. This can improve revenue retention by reducing billing issues that can lead to customer churn. To learn more, start here.

Stripe 如何提供帮助

Stripe Billing 支持灵活多样的客户计费管理方案，无论是简单的定期计费、按用量计费还是销售协商合同结算都能轻松实现。无需编写代码即可快速开通全球经常性付款功能，也可通过 API 构建个性化集成方案。

Stripe Billing 可帮助您：

• 提供灵活的定价：通过弹性定价模型（包括用量计费、层级定价、固定费+超额计费等）快速响应市场需求，内置优惠券、免费试用、按比例计费与附加服务等原生功能。

• 扩展全球业务：通过提供客户偏好的支付方式提升转化率。Stripe 支持超过 125 种本地支付方式及 130 余种货币。

• 增加收入并减少客户流失：通过 Smart Retries 和恢复工作流程自动化技术，提高收入获取率并减少非自愿客户流失。Stripe 恢复工具在 2024\ 年帮助用户挽回了超过 65 亿美元的收入。

• 提高效率：使用 Stripe 的模块化税务、收入报告和数据工具，将多个收入系统整合为一个。轻松与第三方软件集成。

了解更多关于 Stripe Billing 的信息，或立即开始使用。