Measuring the Immeasurable: Customer Loyalty Metrics

The goal of all businesses is to make money, and track metrics to measure performance over time. To sustain a profitable business, it's necessary to build and maintain a strong connection with customers. Customer retention is cheaper than acquiring new customers and customer loyalty programs are a great source of data. Tracking customer engagement rate and lifetime value are important metrics to understand customers needs and wants.

Calculating customer retention rate is done by subtracting the number of new customers from the total customer base and dividing that result by the number of customers at the start of the period. Members of loyalty programs are more likely to increase their spending, making way for more optimal and effective engagement. Customer lifetime value is an estimate of the average revenue a customer will generate throughout their time using the product or engaging with the brand.

By tracking the metrics highlighted in this article, companies can ensure that their marketing efforts benefit their bottom line. Resources such as measuring customer LTV, marketers' top approaches and challenges, and how to measure and improve B2B customer loyalty can help build an effective customer retention plan and increase customer loyalty.