Customer Metrics

Key performance indicators, formulas, and frameworks used to measure customer retention, satisfaction, lifetime value, and engagement.

13 metrics

Customer Life Cycle & Value

Core quantitative metrics tracking account longevity, active usage, acquisition volume, and retention economics.

Metric		Description
Active Customers		Count of unique accounts or buyers actively engaging or transacting within a defined timeframe
Customer Lifetime Length (CFL)		Average duration a customer maintains an active commercial relationship with a business
Customer Tenure		Length of time an individual customer account has remained continuously active
Number of New Customers		Total volume of first-time purchasing accounts acquired during a specific period
Products per Customer		Average quantity of distinct products or service modules utilized per active customer
Raw Customer Retention Rate		Percentage of existing customers retained over a given period, excluding new acquisitions
Customer Health Score (CHS)		Composite score evaluating usage patterns, satisfaction signals, and account churn risk
Customer Retention Cost (CRC)		Average cost incurred to support, engage, and retain an existing customer

Survey-based metrics and frameworks evaluating customer sentiment, effort, advocacy, and strategic positioning.

Metric		Description
Customer Effort Score (CES)		Measures customer effort required to resolve an issue or complete a specific interaction
Customer Loyalty Index		Composite index tracking repurchase likelihood, brand sentiment, and ongoing advocacy
Customer Satisfaction (CSAT)		Percentage of customers satisfied with a specific transaction, product, or support experience
Net Promoter Score (NPS)		Gauges long-term brand advocacy and likelihood of organic recommendations
Porter's Five Forces		Strategic framework evaluating competitive dynamics, buyer power, and market attractiveness

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