Identifying the optimal Client metrics can be challenging, especially when everyday tasks consume your time. To help you, we've assembled a list of examples to ignite your creativity.
Feel free to copy these examples into your favorite application, or leverage Tability to maintain accountability.
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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.
The percentage of customers a company retains over a specific period, calculated by dividing the number of customers at the end of a period by the number at the beginning, minus new customers acquired during the period.
What good looks like for this metric: 70-85%
Ideas to improve this metric
Enhance customer service and support
Implement a customer feedback system
Develop a loyalty rewards program
Regularly update customers with relevant information
Personalise communication and offers
2. Net Promoter Score (NPS)
Measures customer loyalty by asking how likely they are to recommend the company to others on a scale of 0-10.
What good looks like for this metric: 30-70
Ideas to improve this metric
Gather detailed feedback from detractors
Address customer complaints promptly
Enhance the customer experience
Engage with promoters to boost referrals
Regularly survey and track changes in scores
3. Customer Lifetime Value (CLV)
The total revenue expected from a customer over the entire future relationship, calculated by multiplying the average purchase value by the purchase frequency and average customer lifespan.
What good looks like for this metric: $5,000 - $20,000
Ideas to improve this metric
Increase average order value with upselling
Improve repeat purchase rates
Extend customer lifespan through engagement
Refine targeting for profitable customers
Optimise pricing strategy
4. Churn Rate
The percentage of customers who stop using a company's products or services during a specific period.
What good looks like for this metric: 5-10%
Ideas to improve this metric
Identify and analyse reasons for churn
Enhance onboarding processes
Increase engagement with targeted campaigns
Offer special incentives to at-risk customers
Provide proactive and personalised support
5. Customer Satisfaction Score (CSAT)
A measure of customer satisfaction with a product or service, often determined through surveys where customers rate their satisfaction on a scale from 1 to 5.
What good looks like for this metric: 80-90%
Ideas to improve this metric
Seek feedback regularly and act on it
Train staff for better customer interactions
Enhance product or service quality
Implement a clear and efficient complaint resolution process
Measures the percentage of existing clients who continue to use your services over a specific period. Calculated by dividing the number of clients at the end of a period by the number of clients at the start, then multiplying by 100.
What good looks like for this metric: 70-80%
Ideas to improve this metric
Enhance client engagement through regular communication
Offer personalized solutions tailored to each client's needs
Implement a loyalty or rewards program
Seek regular feedback and act on it immediately
Provide consistent and high-quality service
2. Service Expansion Success Rate
Tracks the success rate of newly introduced services by calculating the percentage of services that meet initial adoption or use targets.
What good looks like for this metric: 60-70%
Ideas to improve this metric
Conduct thorough market research before launching new services
Train staff effectively to support new services
Market new services aggressively to existing and potential clients
Collect and analyse feedback from clients on new services
Set clear and realistic targets for service adoption
3. Revenue Growth Rate
Indicates the rate of revenue growth over a specific period, measuring the agency's ability to increase earnings.
What good looks like for this metric: 10-20% annually
Ideas to improve this metric
Identify and target new market segments
Upsell or cross-sell services to existing clients
Increase pricing strategically after enhancing service value
Reduce costs through efficient operation practices
Expand client base with effective marketing campaigns
4. Client Satisfaction Score
A measure of how satisfied clients are with your services, often gathered through surveys and reflected on a scale from 1 to 10.
What good looks like for this metric: 8/10
Ideas to improve this metric
Regularly solicit and review client feedback
Address client issues promptly and effectively
Ensure services are consistently performed to high standards
Engage in active communication with clients
Create a client-centric culture within the agency
5. Market Penetration Rate
The percentage of your target market that is using your agency's services, calculated by dividing current clients by the total target market, then multiplying by 100.
What good looks like for this metric: 15-25%
Ideas to improve this metric
Increase brand awareness through strategic marketing
Develop competitive pricing strategies
Enhance service quality to stand out in the market
Offer innovative solutions that meet emerging market needs
Leverage online and social media platforms to reach wider audiences
The total expected revenue from a customer over the duration of their business relationship. It helps in understanding how much a company should spend on acquiring new customers.
What good looks like for this metric: Benchmarks vary by industry, but generally a CLV to customer acquisition cost (CAC) ratio of 3:1 is considered good
Ideas to improve this metric
Enhance customer retention strategies to increase repeat purchases
Personalise customer experience based on data analysis
Optimise pricing strategies to maximise revenue
Increase customer engagement through targeted marketing campaigns
Develop loyalty programs to encourage customer retention
The total cost of sales and marketing efforts required to acquire a new client, calculated by dividing total costs by the number of new clients acquired.
What good looks like for this metric: $1,000 - $3,000 per client
Ideas to improve this metric
Optimise marketing channels
Improve targeting and segmentation
Enhance sales funnel efficiency
Negotiate better advertising rates
Invest in content marketing
2. Conversion Rate
The percentage of leads converted into clients, calculated by dividing the number of new clients by the total number of leads and multiplying by 100.
What good looks like for this metric: 2% - 5%
Ideas to improve this metric
Use A/B testing on landing pages
Personalise follow-up communication
Streamline the user journey
Leverage persuasive call-to-actions
Offer limited-time incentives
3. Lead Quality Score
A qualitative measure of a lead’s potential value, often scored based on engagement, fit, and intent.
What good looks like for this metric: 70% or higher
Ideas to improve this metric
Develop detailed buyer personas
Implement lead scoring systems
Utilise predictive analytics
Regularly update lead criteria
Align sales and marketing teams
4. Client Retention Rate
The percentage of clients a business retains over a specific period, calculated by dividing the number of retained clients by the total number of clients and multiplying by 100.
What good looks like for this metric: 80% - 90%
Ideas to improve this metric
Enhance customer support
Implement personalisation strategies
Conduct regular client check-ins
Offer loyalty programmes
Gather and act on client feedback
5. Lifetime Value (LTV)
The predicted net profit attributed to the entire future relationship with a client, calculated by multiplying average purchase value, frequency, and client lifespan.
What good looks like for this metric: $5,000 - $10,000
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.
Tability's check-ins will save you hours and increase transparency
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