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 53 Customer KPIs & Scorecard M
Life Cycle KPIs
Conversion Rate

Cross-Selling Rate

Customer Churn Rate

Customer Lifetime Value

Customer Lifetime Value / Customer Acquisition Cost

Customer Profitability Score

Customer Retention Rate

Early Repeat Rate

Lifecycle Distribution Status

Rate of Adoption

Renewal Rate

Up-Selling Rate

Winback Rate
Referral Conversion Rate

Numbers & Rates KPIs

Average Number of Referrals Per User

Bounce Rate

Click-Through Rate

Client Summit Attendance

Contact Volume by Channel

Customer Complaints

Direct Traffic

Indirect Traffic

Number of Reads on Company Blog Articles

Number of Social Media Followers

Number of Support Requests per Product

Open Rate
Rank on Search Engines

Rate of Referrals

Redemption Rate

Repeat Customer Rate

Search Volume for Brand

Sessions per Day

Share of Wallet

Visit Frequency

Number of Customer References

Number of Customers

Number of Customers per Employee

Number of New Customers

Number of New Marketing Leads

Number of New vs. Repeat Site Visits

Time per Website Visit

Brand Attitude Index

Satisfaction KPIs
Comparison of Product with Customer Expectations

Customer Effort Score

Customer Satisfaction Index

Customer Satisfaction with a Particular Feature

Customer Satisfaction with the Buying Process

External Benchmark Survey Ratings

Intention to Repurchase

Net Promoter Score

Percent of Customers Who Are "Very" or "Extremely" Satisfied

Satisfaction with Interaction

Satisfaction with Services Offered

& Scorecard Measures
Description
Helps determine the success of a particular customer interaction
by tracking the percentage of interactions that result in a sale.
Formula: (Interactions with Completed Transactions) / (Total Sales
Interactions) = (Conversion Rate)

Measures a brand's ability to sell a consumer a product related to

the one they have purchased, thereby expanding wallet share. This
rate can be measured in additional products sold or additional
revenue gained from these products.

Indicates the percentage of customers that either fail to make a

repeat purchase or discontinue their service during a given period.
Formula: (Number of Customers Lost in a Given Period) / (Number
of Customers at the Start of the Period) = (Customer Churn Rate)

The net profit a company anticipates gaining from a consumer

over the entire length of the buying relationship. This can help to
determine the costs and benefits of acquisition efforts.

The ratio of a customer's lifetime value to the cost to acquire a

customer. This ratio should ideally be greater than one, as a
customer is not profitable if the cost to acquire is greater than the
profit they will bring to a company. Formula: (Net Expected
Lifetime Profit From the Customer) / (Cost to Acquire the
Customer) = (Customer Lifetime Value / Customer Acquisition
Cost)
Determines which customers make the most and least substantial
contributions to profit. Companies can use this to determine
where they will allocate spending and investments.

Measures the portion of consumers who remain customers from

the beginning to the end of a reporting period. Formula: (1) -
(Customers Lost in a Given Period / Number of Customers at the
Start of a Period) = (Customer Retention Rate)

Measures the portion of consumers who make a second purchase

within a set amount of time after their first purchase. This could be
a good indicator of how well companies are converting their one-
time buyers into more loyal customers. Formula: (Number of
Customers Who Make a Second Purchase Within X Amount of
Time)/(Total Customers Who Made a Purchase During this Time) =
(Early Repeat Rate)

Measures where customers fall within the various stages of the

customer life cycle. With this measurement, companies can
evaluate how many customers they have in each particular stage
and the rate at which they are moving.

The rate (determined by length of time) at which an innovation is

adopted by a given population.
A good indicator of whether clients find a service useful. If this rate
is low, companies may need to determine why clients are not
renewing the service. Formula: (Clients Who Renew) / (Total
Clients Whose Previous Licenses Came to an End) = (Renewal Rate)

The rate at which customers are converted from purchasing a

product to purchasing a more expensive version from the same
product family, which increases wallet share.

Tracks the percentage of churned customers who are successfully

"won back" into making a purchase during a given period.
Formula: (Churned Clients Who Repurchase) / (Churned Clients) =
(Winback Rate)
Measures the portion of referral invitations sent that are accepted
by their recipients. Formula: (Converted Referrals) / (Total Referral
Invitations Sent) = (Referral Conversion Rate)

A higher number of referrals per user is likely to lead to more

sales, increasing the profitability of each customer. Formula:
(Number of Referrals) / (Number of Users) = (Average Number of
Referrals per User)

Measures the number of visitors that access a page on a company

website and leave before visiting any other pages.
Monitors how many people click on links in an email. This is a good
way to gauge the success of an email campaign and the quality of
an email’s content.

Counts the number of people who attend a client event. It could

be measured as a percentage of a specific attendance target or of
the total client base.

Keeps track of the number of support requests by phone and

email. This allows the organization to not only compare which
method customers prefer, but also to track the number of support
requests month-to-month.

Helps companies determine whether innovations are effective in

improving the customer experience with their product.

Traffic to a company's website that occurs from visitors typing in

the URL directly (i.e. actively seeking it out).
Measures website traffic that stems from indirect sources, such as
clickable email campaigns or referral links
Helps companies determine whether visitors are finding their
content useful and which content performs better than others.

Indicates the level of customer engagement a brand has.

Allows a company to determine which products their customers
find easier (and harder) to use.
Tracking the number of opened and unopened emails allows
companies to evaluate whether an email campaign strategy is
successful or not.
Can indicate whether a search engine optimization (SEO) process is
effective.
Can help illustrate customers' level of satisfaction with a product
or service. Formula: (Number of Referrals in Period) / (Units of
Time in Period) = (Rate of Referrals)

Provides companies with vital consumer behavior information.

Formula: (Reward Points Redeemed) / (Reward Points Offered) =
(Redemption Rate)

Indicates whether a product or service inspires repeat purchases

from customers. Formula: (Customers That Have Purchased More
Than Once) / (Unique Customers) = (Repeat Customer Rate)

Can help companies gauge brand awareness. Determined by the

number of times that consumers search a brand using search
engines.

Tracks how many times a customer is using a service or product

per day.
Measures the portion of a customer's total spending that goes
toward the company's products and services
If a visitor makes frequent trips to the company website or
location, it demonstrates interest in the product or service, which
can provide a company with more consumer insights.

The number of customers that brands can rely on to refer others

to a product or service. The more customer references, the better.

Allows companies to track the size of their customer base over

time.
Indicates the workload per employee and how much bandwidth a
company has available for each customer. Formula: (Number of
Customers) / (Number of Employees Serving Those Customers) =
(Number of Customers per Employee)

Allows companies to track the growth rate of their customer base.

Determines how many marketing leads are added in each period, as
opposed to the total number of leads. Formula: (Total Leads) - (Leads at the
Beginning of Each Period) = (Number of New Marketing Leads)

Allows companies to differentiate their website traffic and

generate insights on prospective customers. Formula: ([1] -
[Website Visits by New Visitors]) / (Total Website Visits) = (Number
of New vs. Repeat Site Visits)

Can indicate how engaged a visitor was with the website content
during their visit.
Customers' attitudes about a brand can include how positive or
negative the customer feels about the brand, as well as how
strongly they feel about their conviction.

The product or service should meet or exceed expectations in

order to retain customers.
The less effort the customer must expend in order to complete
their task or goal with your product, the more they will want to
use the product.

Helps gauge a company’s success at meeting customers’ needs.

Can be used to hone in on customers' opinions of a specific

feature of a product.
If a buying process is satisfactory for customers, they may be more
likely to remain loyal to the product.
Compares one organization's customer satisfaction with its
competitors' customer satisfaction.
This is the equivalent of a likelihood to repurchase, and many
times this is self reported in a survey of the customer near the
time of the original purchase

Determines how likely customers are to recommend a brand to

others, generally represented on a 1-10 scale. A score that
qualifies promoters (usually 9-10) and detractors (under 6) would
need to be determined in order to calculate this metric. Formula:
(Number of Promoters) - (Number of Detractors) = (Net Promoter
Score)
Determining this metric opens up an opportunity for further
surveying into what makes these particular happy customers so
satisfied. Formula: (Customers Who Consider Themselves "Very"
or "Extremely" Satisfied) / (Total Survey Respondents) =
(Percentage of Customers Who Are "Very" or "Extremely"
Satisfied)

Indicates customers' average ratings of their satisfaction with an

individual service interaction. This is normally determined right
after the interaction has occurred. Formula: (Sum of response
rates from customers who rate their satisfaction on a 1-5 scale) /
(Total Survey Respondents)

May provide insight into which products or services are doing well
and whether to expand the product offering.