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9 Effective Metrics to Measure Customer Loyalty

9 Effective Metrics to Measure Customer Loyalty

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Although hard to come by, loyal customers are a tremendous asset to any brand. Many businesses now consider keeping customers happy to be a top priority and for good reason.

Returning customers generate the most value by gushing their friends and coworkers about their most recent purchases!

In this post, we will examine what customer loyalty is, ways to improve it, and some metrics to gauge client loyalty.

Effective Metrics to Measure Customer Loyalty

What is customer loyalty?

Customer loyalty is the ongoing commitment and preference of a customer towards a particular brand, product, or service. It is the result of a positive customer experience, satisfaction, and the perceived value of an offering.

How to measure customer loyalty

With customer loyalty index, we can monitor our success at keeping the customers we attract. Let’s discuss the key metrics to measure your customers’ loyalty.

Concept of Customer Loyalty Metrics
Concept of Customer Loyalty Metrics

1. Customer satisfaction score (CSAT)

The customer satisfaction score serves as an efficient and straightforward method to gauge immediate customer satisfaction. It prompts customers to evaluate their satisfaction with a company’s product or service on a scale, typically ranging from 1-5 or 1-7.

To improve your CSAT score, learn more about the best practices for customer satisfaction surveys.

To calculate your customer satisfaction score:

  • Divide the total number of satisfied customers by the total number of respondents and multiply the results by 100.
1. Customer satisfaction score (CSAT)
CSAT Score Formula

This direct response can assist businesses in pinpointing problems and implementing improvements to boost customer loyalty.

2. Customer retention rate

Your customer retention rate reflects how well your brand can keep clients. It displays the number of clients who have continued using your brand over time.

According to statistics, 82% of organizations agree that customer retention is cheaper than client acquisition because of improved brand image.

Several things impact customer retention, like perceived value versus cost, delivery time, and loyalty programs.

Customer retention rate (CRR) calculation is as follows:

  • Subtract the number of new clients (CA) during your chosen time period from the number of clients at the end of that time (CE).
  • Divide the result by number of clients you had at the beginning of that time period (CS).
  • Multiply the result by one hundred.
2. Customer retention rate
Customer Retention Rate Formula


CA: Total number of new clients.

CE: Total number of clients at the end of the given time.

CS: Total number of clients at the start of the given time.

3. Customer lifetime value

The complete financial connection between a brand and its customers is examined through customer lifetime value (CLV).

This metric aims to estimate the potential profit each client may provide for the company. Companies can use the CLV calculation to determine how much they can spend to gain each client.

• Customer lifetime value
Graph showing customers’ contribution over time

This metric aims to estimate the potential profit each client may provide for the company. Companies can use the CLV calculation to determine how much they can spend to gain each client.

Apply the following formula to calculate your customers’ lifetime value:

  • First, calculate the customer value by multiplying customers’ average number of transactions by the average value of a transaction.
  • Then, multiply the resulting customer value by the average customer lifespan.
• Customer lifetime value
Customer Lifetime Value Formula

4. Repeat purchase rate

The frequency with which buyers make purchases of a specific product is known as the repeat purchase rate. A high frequency of repeat business is a strong indicator of consumer loyalty and people who believe in your brand.

To calculate the repeat purchase score, follow this formula:

Divide the total number of repeat customers by the total number of paying clients.

4. Repeat purchase rate
Repeat Purchase Rate Formula

5. Customer loyalty index

A standardized technique for tracking client loyalty over time is the customer loyalty index (CLI). Even though it can be your top goal, client loyalty cannot be expressed in a single figure.

This is why CLI considers a variety of variables, including Net Promoter Score (NPS), upselling, and repeat business. This is done by way of a questionnaire that covers these three crucial areas:

  • How likely are you to tell [people you know] about us?
  • How likely are you to buy from us later?
  • Are you likely to try our other products or services?

The average of their three replies determines a customer’s CLI.

It rates these responses on a scale of 1 to 6, with one denoting “Definitely Yes” and six denoting “Definitely No.”

6. Active engagement rate

A valuable indicator of client loyalty is the active engagement rate, which is comparable to the participation rate. The quantity of consumers actively participating in your loyalty program is called active engagement.

Active engagement rate calculation is as follows:

  • Take the total number of customers in a given time period and divide it by the number of clients participating in the loyalty program.
6. Active engagement rate
Active Engagement Rate Formula

7. Rate of engagement in social media

Social media engagement serves as a valuable tool for measuring customer loyalty metrics. It allows businesses to track customer interactions, preferences, and overall sentiment toward their brand. You can monitor consumer loyalty by monitoring your social media involvement levels.

Count the mentions, likes, shares, and comments you receive on social networking sites. Your clients are more likely to be loyal to your company if they are active on social media.

8. Customer attrition rate

It is critical to monitor client turnover in the same way as client retention. Customer churn is the number of clients that leave your company over time. A high customer churn rate (CCR) suggests that many of your clients will attend your firm.

Calculate the rate of customer attrition using the following formula:

  • Divide the number of clients who left your company in a specific time period by the number of customers at the start of that period, then multiply that value by a hundred.
8. Customer attrition rate
Customer Churn Rate Formula

9. Upsell ratio

The upsell ratio is yet another excellent indicator for gauging client loyalty. This is the proportion of buyers who made several purchases over those who made just one purchase.

Cross-selling is the process of purchasing more items than were initially planned, whereas upselling refers to the behavior of choosing higher-value choices over lower-value ones.

To calculate the upsell ratio:

  • Divide the number of customers purchasing additional services by the total number of all customers.
9. Upsell ratio
Upsell Ratio Formula

For more details on customer experience metrics for your support team, read this blog.

Ways to improve customer loyalty to your business

Here are some crucial pointers for enhancing your metrics:

Create loyalty programs

Instead of holding frequent sales events and discount promotions, you could create a customer loyalty metrics program that rewards customers for their repeat business to boost their overall income.

Doing this may establish a relationship with the consumer and provide them with reasons to place further orders.

Ask for feedback from customers

Repeatedly ask your customers for their opinions and suggestions (but not to the point of being annoying). This shows that you respect their point of view and are willing to improve based on their needs and preferences.

You can request feedback on your merchandise or the performance of your customer service staff.

This can assist you in gaining more sales from customers who see their suggestions come to fruition in your offerings.

Social media engagement

If you put time and effort into your social media interaction, your most devoted clients could assist you in reaching new heights. Your company’s success depends on building strong customer relationships. Thus, having active social pages is now required.

c. Social media engagement
Engaging on social media

Using social media marketing and interactions, many new businesses are attempting to engage clients further, turning them into brand advocates.

The more you invest in client involvement, the more money you save from the free marketing they give you.


You can better gauge your company’s development and trajectory if you calculate customer loyalty.

Tracking a mix of customer loyalty metrics will offer you a more in-depth understanding of your success in attempts to win over consumers’ loyalty.

Consider using a platform like BoldDesk to improve your customer experience. Sign up for a BoldDesk free trial or book a live demo to see what it can do for your support team. If you have any questions, please contact the BoldDesk support team.

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