Grew in importance with the rise of subscription-based businesses in the 2010s. As companies shifted from one-time sales to recurring revenue models, retaining customers became a top priority. Early retention efforts were reactive, relying on customer complaints to signal dissatisfaction. However, AI-driven predictive analytics enabled businesses to anticipate churn risks and take proactive measures. Platforms like Netflix, Amazon Prime, and SaaS providers introduced data-driven retention strategies. By the 2020s, high-impact customer retention became an essential part of CRM, ensuring businesses maintained long-term customer loyalty and profitability.