· 18 min read

11 KPIs for Customer Retention: The Key to Customer Loyalty

You need to measure your customer retention efforts to succeed in your business. Thanks to KPIs for customer retention, you can get an overview of your audience and what you can do to improve their experience and retain them.

Each KPI for customer retention may serve various needs, and you need to keep in mind these metrics if you want to grow your business with loyal customers.

Key performance indicators provide a tangible way to measure the success of your customer retention strategies. In this post, we’ll look closely at 11 KPIs for customer retention.

Without further ado, let’s find out more about customer retention metrics!

11 Top Key Performance Indicators for Customer Retention

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Businesses can use several key performance indicators (KPIs) for customer retention. KPIs provide valuable data for companies to measure and track customer retention. By regularly monitoring these metrics, you can get valuable insights into what works well and is not.

That way, you can see what needs improvement and make data-driven decisions to increase customer satisfaction and loyalty.

The most common KPIs are listed below, so keep these in mind for customer retention.

1. Customer Retention Rate (CRR)

Customer retention rate measures the percentage of customers who remain with a business over a certain period. A high customer retention rate indicates that customers are happy and satisfied, which can lead to increased loyalty and repeat purchases.

customer retention rate calculation with a Popupsmart logo

You can calculate this with the formula:

Customer Retention Rate = [(Customers at the End of the Period - New Customers Acquired) / Customers at the Start of the Period] x 100

CRR is calculated by dividing the number of customers at the end of a period by the number of customers at the beginning of the same period and then multiplying by 100.

A high CRR indicates that a business is successful at retaining its customers, while a low CRR shows room for improvement in customer retention. By monitoring this KPI, companies can allocate resources more effectively, such as improving customer support, enhancing the customer experience, or offering loyalty programs.

Improving CRR can lead to increased customer satisfaction, repeat purchases, and long-term customer relationships, ultimately contributing to the growth and success of a business.

2. Customer Lifetime Value (CLV)

Customer lifetime value forecasts the net profit attributable to a customer’s future relationship. It helps businesses understand the importance of retaining customers and investing in customer loyalty.

customer lifetime value calculation with a Popupsmart logo and an illustration of a woman wearing headphones and using computer

It can be calculated like this:

Customer Lifetime Value = (Customer Value * Average Customer Lifespan)

Note that you can calculate customer value as below:

Customer Value = Average Purchase Value * Average Number of Purchases

A high CLV indicates that a customer is valuable to a business, while a low CLV suggests that a customer may be less useful or even a liability. By monitoring this KPI, you can decide which parts to invest in and improve your current efforts.

It is crucial for customer retention since it allows you to measure your customers’ lifetime value and better understand future results.

3. Repeat Purchase Rate (RPR)

Repeat purchase rate assesses the proportion of customers who make multiple product purchases. It is usually expressed as a percentage of customers who have repeatedly bought the product.

repeat purchase rate calculation with an illustration of coins and a Popupsmart logo

It can be calculated like this:

RPR = Returning Customers / Total Customers

A high repeat purchase rate indicates that customers are satisfied and likely to purchase from your business again. A high repeat purchase rate increases customer retention since people continually return to buy your product or services.

It goes hand in hand with customer retention rate and is among the crucial KPIs in keeping loyal customers. It may be helpful to calculate this metric during specific times to determine the effectiveness of certain marketing efforts and make comparisons.

If the RPR of your business doesn’t make you happy, you might think about improving your campaigns and encouraging your visitors to make purchases continually.

4. Monthly Recurring Revenue (MRR)

Monthly recurring revenue measures the recurring income generated each month. MRR is an essential metric for businesses with a recurring revenue model, such as subscription-based companies. If you own a subscription-based company, you shouldn’t overlook this KPI for customer retention.

It provides insights into the stability and growth of the business, which will allow businesses to take necessary actions. You can also predict future revenue and identify your users’ behaviors.

monthly recurring revenue calculation with Popupsmart logo and an illustration of a bag and dollar signs

You can calculate it with this formula:

The MRR = (average revenue per account)x(the total number of customers for that month)

A steady increase in MRR shows that the business is growing and retaining customers successfully. On the other hand, a decrease in MRR may indicate a problem with customer retention.

Improving MRR can ultimately contribute to the growth and success of a business, meaning that customer retention is appropriately managed.

Remember that recurring revenue, customer churn, discounts, upgrades, and downgrades can affect your MRR. As a result, there might be decreases in MRR from time to time, and you should measure why it happens in the first place to prevent it from occurring constantly.

5. Churn Rate

Churn rate is a KPI that measures the percentage of customers who leave a business over a specific period. A low churn rate indicates that customers are happy and satisfied and are likely to stay in your business.

churn rate calculation with Popupsmart logo and an illustration of a diagram going down

You can calculate your business’s churn rate using this formula:

The churn rate: (Lost Customers ÷ Total Customers at the Start of the Time Period) x 100

A high churn rate means many customers are leaving the business, while a low churn rate indicates that the company is effectively retaining customers. The ideal churn rate is zero, but it depends on your industry.

By measuring this metric regularly, you can get insights into the stability of your business. That way, you can get a chance to identify parts that need improvement for customer retention.

6. Net Promoter Score (NPS)

Net promoter score shows the customer loyalty of your business. By asking customers to rate their likelihood of recommending a business to friends and family on a scale of 0-10, you can calculate your NPS.

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A high NPS indicates that customers are satisfied. Having satisfied customers can lead to increased retention and word-of-mouth marketing since people are more likely to recommend your products or services to others.

There can be promoters, passives, and detractors if you group responses according to their level of satisfaction on a scale from 0 to 10. However, considering only promoters or detractors won’t be efficient and insightful.

Therefore, you can calculate NPS by subtracting the percentage of detractors from the percentage of promoters.

net promoter score calculation with Popupsmart logo and an illustration of a hand pointing star reviews

It can be calculated like this:

Net Promoter Score = % of Promoters - % of Detractors

NPS is a valuable tool for businesses that aims to enhance customer satisfaction, loyalty, and advocacy. It provides an understanding of customer feedback, preferences, and expectations. By referring to these, you can track performance and improve your customer retention.

A low NPS may indicate a need for improvement in customer satisfaction, whereas a high score states that your customers are satisfied with your service.

7. Customer Satisfaction Score (CSAT)

Customer satisfaction score, also known as CSAT, is a KPI for measuring satisfied customers. It can be measured using a survey, poll, or questionnaire. You can ask your customers to rate their experience on a scale of 1 to 10 and calculate your customer satisfaction score.

You can specify your questions depending on your goals and business type. Overall, it aims to measure the satisfaction of customers using a product or service.

customer-satisfaction-score-calculation with Popupsmart logo and an illustration of a hand and stars

CSAT can be calculated easily with this:

CSAT (%) = (Number of positive responses / number of total responses) X 100

The customer satisfaction score is calculated by dividing positive response numbers by total responses and multiplying the result by 100.

A high CSAT states that customers are happy with a company’s products or services, while a low one indicates a need for improvement. By monitoring CSAT, you can make necessary changes and enhance your customers’ experience, which is essential for customer retention.

Although it seems similar to NPS, these two are not the same KPI. The significant difference between CSAT and NPS is that CSAT is for short-term customer satisfaction, while NPS is for long-term customer loyalty.

8. Customer Effort Score (CES)

The customer effort score (CES) is a valuable indicator of the effort required for customers to use your product or services. It can be about completing transactions and figuring out how to use features.

You can calculate this KPI by asking your customers to rate their level of effort with a survey or questionnaire. For example, customers can rate their level of effort from 1 to 10, giving you insight into their experience.

customer-effort-score-calculation with Popupsmart logo and an illustration of a man holding paper and a light bulb above him

CES can be calculated with a simple formula:

CES = (Total sum of responses) / (Number of responses)

It would be best to aim for a low CES since it shows that your customers can easily use your service and quickly resolve issues. On the other hand, a high customer effort score indicates that users need help to adapt to your service and have difficulties completing actions.

Measuring this KPI will benefit you in improving your product or service to be more user-friendly. In addition, having an easy-to-use product can result in higher customer satisfaction and loyalty.

9. Customer Acquisition Cost (CAC)

Customer acquisition cost is among the customer retention metrics, and it provides valuable information for the costs of acquiring new customers.

It includes expenses like advertising, sales commissions, promotions, and each cost related to attracting new customers.

customer-acquisition-cost-calculation with Popupsmart logo and an illustration of a magnet

It can be calculated simply with this formula:

CAC = Costs of sales & marketing / Number of new customers

By knowing the customer acquisition cost of your business, you can plan your efforts according to your budget. That way, you can apply suitable strategies for your business size and aims.

In that sense, the size of your budget and the goals play a significant role. So you can form your strategies considering these and CAC.

Also, you can decide on areas that should be improved and prevent wasting a lot of money on campaigns that won’t succeed. If your CAC is low, acquiring a new customer is cheap.

On the other hand, having a high CAC means acquiring new customers costs more and needs to be kept in mind while planning a budget.

Considering this KPI, you can use your resources more efficiently and invest in high-performing channels and campaigns, which will eventually help you acquire new customers.

10. Loyal Customer Rate

The loyal customer rate shows the loyal customer percentage of your business. It would be best if you gave importance to this metric since these customers make the base of your audience.

Since you aim to retain and achieve loyal customers, knowing your loyal customer rate can significantly benefit you.

loyal customer rate calculation with Popupsmart logo and an illustration of a cashier woman

You can calculate this metric with this formula:

Loyal Customer Rate= Number of Repeat Customers / Total Customers

You can increase your loyal customer rate by creating customer loyalty programs and forming better relationships with your audience. Knowing your audience well and understanding their interests and needs allows you to gain loyal customers as time passes appropriately.

Improving loyal customer rates can result in increased customer satisfaction, long-term customer relationships, higher sales, and user interaction.

All of these are important in enhancing your business, so you need to put reasonable time and effort into improving these metrics for retention.

11. Daily/Weekly/Monthly Active Users

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Daily/weekly/monthly active users, DAU/WAU/MAU, is a KPI that allows you to measure your users’ activities. Behavioral analytics like this are also crucial for customer retention since they will help you to acknowledge your loyal users’ behaviors.

By measuring your active users and their specific actions, you can enhance your business and get an overview of how you can improve your users’ experience.

According to your industry and product’s features, you might want daily, weekly, or monthly active users. You can set your goals and measure users according to the timespan you are looking for.

You don’t need any formula for this KPI; measuring the activeness of users can benefit you a lot to see what you can do for customer retention.

Why Should You Track KPIs for Customer Retention?

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➤ KPIs assist businesses in understanding how successfully they are retaining clients and identifying areas for development.

Early warning indicators of possible customer churn can be found by monitoring KPIs, which enables organizations to take action.

➤ Monitoring KPIs provide information about the success of marketing campaigns and how they affect customer retention.

➤ KPIs can assist businesses in evaluating the efficiency of their customer experience and identifying parts for improvement.

➤ By monitoring KPIs, companies can take data-driven actions that benefit customer satisfaction and retention.

➤ Prioritizing customer retention increases customer loyalty, which raises a customer’s lifetime value and boosts the company’s profitability.

➤ It is essential for long-term success and forms better relationships with customers.

Wrap Up

In conclusion, KPIs are a crucial tool for evaluating the success of customer retention activities. Businesses can learn critical insights into what is working effectively and what requires improvement by measuring these customer retention metrics regularly.

Ensure you’re monitoring the KPIs most important to your company. You can build customer loyalty and repeat business by continually improving your customer retention strategies, ultimately making your company more successful and profitable.

We hope you found this blog post informative and helpful. If you have any questions or comments, feel free to share them in the comments area. 🤓

Frequently Asked Questions

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Why is Customer Retention Important?

A company’s ability to keep customers over an extended period is measured by its customer retention rate. It is crucial since keeping existing clients costs less money than finding new ones.

In addition, a high customer retention rate shows that a company is offering good value and satisfying its customers, which encourages repeat business and customer loyalty.

What are The Common KPIs For Customer Retention?

Some common KPIs for customer retention include Customer Lifetime Value (CLV), Net Promoter Score (NPS), Repeat Purchase Rate, Customer Retention Rate, and Churn Rate. You can use these KPIs, as we have explained in this post, according to your needs.

How Can I Implement KPIs for Customer Retention in My Business?

You need to follow basic steps to implement KPIs for customer retention. Start by defining the key performance indicators you want to measure and gather data for these regularly.

After these, analyze your findings and note the patterns you see. Then you can use the insights you get from the data and improve your customer retention efforts.

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