What are Customer Retention metrics? Crafting the perfect Customer Retention metrics can feel overwhelming, particularly when you're juggling daily responsibilities. That's why we've put together a collection of examples to spark your inspiration.
Transfer these examples to your app of choice, or opt for Tability to help keep you on track.
Find Customer Retention metrics with AI While we have some examples available, it's likely that you'll have specific scenarios that aren't covered here. You can use our free AI metrics generator below to generate your own strategies.
Examples of Customer Retention metrics and KPIs 1. Average Rides Per Week The average number of rides a user takes per week, measured monthly
What good looks like for this metric: 2-4 rides per week
Ideas to improve this metric Promote regular scheduling of rides Provide incentives for more frequent rides Enhance ride experience to encourage repeat rides Introduce loyalty programs for frequent riders Offer discounts during off-peak hours 2. Rider Retention Rate Percentage of riders who continue to use the service over 6 months
What good looks like for this metric: 45-60%
Ideas to improve this metric Improve customer support services Develop a strong onboarding process Offer personalised ride suggestions Implement feedback loops for continuous improvement Conduct regular rider engagement activities 3. Usage Growth Rate The percentage increase in total rides over 6 months
What good looks like for this metric: 30-50%
Ideas to improve this metric Launch seasonal promotion campaigns Increase partnership with local events Enhance visibility through strategic marketing Develop a referral program for riders Invest in community outreach and collaborations 4. Customer Satisfaction Score Average satisfaction rating provided by users after rides
What good looks like for this metric: 4.0-4.5 out of 5
Ideas to improve this metric Ensure timely and reliable rides Focus on driver etiquette and professionalism Utilise user feedback for service adjustments Upgrade vehicle comfort and cleanliness Establish transparent pricing and billing 5. Ride Frequency Distribution Distribution of ride frequencies among users over 6 months
What good looks like for this metric: 20% regular vs 80% occasional
Ideas to improve this metric Create targeted marketing for occasional riders Analyse patterns for frequent and infrequent users Offer educational content to highlight service benefits Identify barriers and streamline ride-booking process Implement targeted loyalty rewards for consistency
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1. Instagram Engagement Measures the level of interaction (likes, comments, shares) relative to the total follower base
What good looks like for this metric: Between 1% and 3% engagement rate
Ideas to improve this metric Post consistently and at optimal times Utilise engaging and relevant hashtags Encourage user-generated content Collaborate with influencers Run interactive polls and Q&As 2. Website Traffic Tracks the number of visits to a website over a specified period
What good looks like for this metric: 1000 pageviews per day for small to medium sites
Ideas to improve this metric Optimise website for search engines (SEO) Promote website across social media platforms Invest in pay-per-click advertising Create engaging and relevant content Ensure website is mobile-friendly 3. Customer Retention Measures the percentage of customers who continue to buy over a certain period
What good looks like for this metric: Above 75% retention rate
Ideas to improve this metric Implement a customer feedback system Enhance customer service response times Develop a customer loyalty program Personalise customer communication Ensure product quality and reliability
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1. Sales Revenue Total income generated from sales of courses, measured in USD
What good looks like for this metric: $50,000 per month
Ideas to improve this metric Enhance course offerings Run targeted advertising campaigns Offer early-bird discounts Upsell related courses Optimise pricing strategy 2. Customer Satisfaction Score (CSAT) Measures the level of satisfaction of customers, usually rated on a scale of 1-5
What good looks like for this metric: 4.0 out of 5
Ideas to improve this metric Provide excellent customer support Gather and act on customer feedback Offer personalised learning paths Improve user interface and experience Ensure course content is high quality 3. Learner Engagement Rate Percentage of learners actively participating in the course, calculated by dividing active participants by total enrolled
What good looks like for this metric: 60%
Ideas to improve this metric Introduce interactive elements Provide regular updates and new content Encourage group discussions Use gamification techniques Send regular reminders and follow-ups 4. Course Completion Rate Percentage of learners who complete the course, calculated by dividing the number of completions by the total number enrolled
What good looks like for this metric: 70%
Ideas to improve this metric Design shorter, more manageable modules Set clear expectations and goals Offer incentives for completion Provide support resources Implement progress tracking 5. Knowledge Retention Rate Measures how much information learners retain over time, assessed through follow-up tests
What good looks like for this metric: 75%
Ideas to improve this metric Use varied teaching methods Incorporate spaced repetition Provide summary notes Offer periodic refreshers Encourage practical application of knowledge
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1. Revenue Growth Rate Measures the percentage increase in revenue over a specific period, indicating business expansion and success
What good looks like for this metric: 10-25% annually for small businesses
Ideas to improve this metric Enhance marketing strategies Diversify income streams Optimize pricing models Improve customer retention Expand product or service offerings 2. Customer Acquisition Cost (CAC) Represents the total expense incurred in acquiring a new customer, essential for evaluating marketing efficiency
What good looks like for this metric: $50-150 for small businesses
Ideas to improve this metric Leverage referral programs Utilize social media marketing Optimize sales funnel Focus on targeted advertising Improve lead conversion rates 3. Customer Retention Rate Indicates the percentage of customers who stay with a business over a given period, reflecting customer satisfaction and loyalty
What good looks like for this metric: 50-80% for service-based businesses
Ideas to improve this metric Enhance customer support Implement loyalty programs Request regular feedback Personalize customer communication Increase service quality 4. Net Profit Margin Calculates the percentage of revenue that remains as profit after all expenses are deducted, showing the efficiency of the management
What good looks like for this metric: 10-20% for small to medium enterprises
Ideas to improve this metric Reduce operational costs Increase sales volume Evaluate supplier contracts Optimize inventory management Automate standard processes 5. Employee Satisfaction Assesses how content staff members are, which can influence productivity and company culture
What good looks like for this metric: 70-80% satisfaction rate
Ideas to improve this metric Conduct regular surveys Improve work-life balance Provide professional development Offer competitive benefits Encourage a collaborative environment
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1. Client Retention Rate The percentage of clients who continue using the platform over a given period
What good looks like for this metric: Typical benchmark is 60-70%
Ideas to improve this metric Enhance user experience Offer personalised treatment plans Regularly gather and implement feedback Provide flexible scheduling options Ensure therapists are a good match 2. Session Completion Rate The ratio of completed therapy sessions to scheduled sessions
What good looks like for this metric: Typical benchmark is 80-90%
Ideas to improve this metric Send session reminders Integrate seamless payment systems Offer flexible re-scheduling Improve platform reliability Address clients’ issues promptly 3. Client Satisfaction Score Average rating given by clients regarding their overall satisfaction with the service
What good looks like for this metric: Typical benchmark is 4+ out of 5
Ideas to improve this metric Train therapists in customer service Implement regular check-ins with clients Ensure platform ease of use Offer a variety of therapy styles Regularly update platform features 4. Therapist Response Time The average time taken for therapists to respond to client inquiries
What good looks like for this metric: Typical benchmark is 1-2 hours
Ideas to improve this metric Set clear expectations with therapists Use automation for initial queries Provide incentives for quick responses Implement a notification system Monitor and report response time trends 5. Platform Usage Rate The frequency with which clients and therapists use the platform
What good looks like for this metric: Typical benchmark is 70-85% active users monthly
Ideas to improve this metric Introduce engaging content regularly Create community forums for interaction Send regular updates or newsletters Reward consistent platform usage Offer interactive features
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1. User Retention Rate Percentage of users who continue to use the product over a set period of time
What good looks like for this metric: 30-40% after 90 days
Ideas to improve this metric Send personalised email reminders Implement user onboarding tutorials Add in-app notifications for new features Offer loyalty rewards or discounts Conduct user feedback surveys 2. Daily Active Users (DAU) Number of unique users who engage with the product daily
What good looks like for this metric: 10-20% of total users
Ideas to improve this metric Increase the frequency of updates Incorporate gamification elements Encourage social sharing Optimise app load times Run promotional campaigns 3. Session Length Average duration of time a user spends on the product in a single session
What good looks like for this metric: 5-10 minutes
Ideas to improve this metric Simplify navigation within the app Add value-rich content Make user tasks easier to complete Enable personalised experiences Implement engaging design elements 4. Churn Rate Percentage of users who stop using the product over a given period
What good looks like for this metric: 5-7% monthly
Ideas to improve this metric Identify pain points through user feedback Improve customer support Enhance product features based on feedback Offer re-engagement incentives Streamline the user experience 5. Feature Adoption Rate Percentage of users utilising new or specific features of the product
What good looks like for this metric: 25-30%
Ideas to improve this metric Create feature-specific tutorials Promote new features through email Highlight features in-app Gather and act on feedback for new features Incentivise users to try new features
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1. Monthly Recurring Revenue (MRR) The total revenue generated from all active subscriptions in a month. Calculated as the sum of all subscription values per month.
What good looks like for this metric: $10,000 - $500,000 depending on industry
Ideas to improve this metric Increase the price of your subscription plans Upsell existing customers to higher-tier plans Acquire new subscribers through marketing campaigns Improve product offerings to reduce churn Implement annual or semi-annual billing cycles 2. Customer Lifetime Value (CLTV) The total revenue a business can reasonably expect from a single customer account throughout their relationship. Calculated as average revenue per account multiplied by average customer lifespan.
What good looks like for this metric: $100 - $1,500 depending on industry
Ideas to improve this metric Enhance customer support to increase retention Develop loyalty programs Segment customers for personalized marketing Offer cross-sell and upsell opportunities Collect and act on customer feedback 3. Customer Churn Rate The percentage of customers who cancel their subscriptions over a given period. Calculated as the number of customers who left divided by the total number of customers at the start of the period.
What good looks like for this metric: 2-8% per month
Ideas to improve this metric Improve customer onboarding experience Regularly engage with customers through communication channels Offer limited-time promotions to retain wavering customers Analyse reasons for cancellation and address common issues Introduce long-term subscription discounts 4. Average Revenue Per User (ARPU) The average amount of money earned from each active user or subscriber. Calculated by dividing total revenue by the number of active users.
What good looks like for this metric: $10 - $200 per month
Ideas to improve this metric Encourage customers to upgrade their plans Introduce add-ons and premium features Bundle products and services Improve user experience to enhance perceived value Use targeted pricing strategies 5. Subscriber Growth Rate The rate at which new subscribers are acquired over a given period. Calculated as the percentage increase in subscribers from one period to the next.
What good looks like for this metric: 5-10% per month for growing businesses
Ideas to improve this metric Invest in digital marketing campaigns Offer referral incentives Enhance presence on social media platforms Partner with influencers or other businesses Continuously optimize your website for conversions
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1. Customer Satisfaction Score (CSAT) Measures the percentage of customers who are satisfied with their service experience on the platform by collecting feedback after interactions
What good looks like for this metric: 80-85%
Ideas to improve this metric Train customer service agents regularly Implement a robust feedback collection process Utilise automation for frequent issues Monitor and review agent performance Enhance knowledge database for agents 2. Net Promoter Score (NPS) Assesses customer loyalty through how likely they are to recommend the service to others on a scale of 0-10
What good looks like for this metric: 30-50
Ideas to improve this metric Focus on customer journey mapping Address pain points identified in feedback Provide timely and personalised responses Recognise and reward loyal customers Conduct regular product and service enhancements 3. First Contact Resolution (FCR) Percentage of customer issues resolved at the first interaction, indicating efficiency and effectiveness
What good looks like for this metric: 70-75%
Ideas to improve this metric Ensure agents have access to comprehensive information Provide decision-making authority to agents Implement initial troubleshooting steps in self-service Analyse repeat contact reasons and address them Utilise real-time collaboration tools for support 4. Customer Retention Rate Percentage of existing customers retained over a period, reflecting long-term platform satisfaction and loyalty
What good looks like for this metric: 75-85%
Ideas to improve this metric Develop loyalty programmes and incentives Regularly engage with customers via newsletters Offer personalised experiences and service Address customer feedback promptly Ensure competitive pricing and value delivery 5. Average Response Time Average time taken for initial response by the customer service team, indicating responsiveness and efficiency
What good looks like for this metric: 10-12 minutes on chat; 24 hours on email
Ideas to improve this metric Implement automated response systems Optimise and streamline workflow processes Schedule efficient shift rotations Set clear response time targets for teams Employ predictive analytics for demand forecasting
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Tracking your Customer Retention metrics Having a plan is one thing, sticking to it is another.
Don't fall into the set-and-forget trap. It is important to adopt a weekly check-in process to keep your strategy agile – otherwise this is nothing more than a reporting exercise.
A tool like Tability can also help you by combining AI and goal-setting to keep you on track.
More metrics recently published We have more examples to help you below.
Planning resources OKRs are a great way to translate strategies into measurable goals. Here are a list of resources to help you adopt the OKR framework:
Tability's check-ins will save you hours and increase transparency
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