This chapter looks closely at the definition of loyalty and churn. It covers specific customer retention strategies including customer appreciation campaigns, proactive and reactive churn management, and customer reactivation campaigns. Negative churn is the concept of growing revenue from existing customers at a rate faster than the rate at which other customers stop buying your products or services. Because churn on new customers tends to be much higher than on older customers, the aggregate retention rate for GolfGear is lower. In business marketing, proactive retention management can be as simple as giving the customer a call at the right time to offer help. Identifying the root cause of churn is a best practice when it comes to proactive retention management. Reactivation campaigns are for customers who have not purchased anything for an extended period of time.