Customer Success Metrics

The most important Customer Success metrics and KPIs. Learn about what metrics and KPIs are best for you, vote, and contribute your own.

Agent Wait Time

Agent Wait Time (Calendar) is the total combined time a ticket was in the pending status. Not to be confused with user-facing metrics such as First Response Time or Resolution Time, Agent Wait time measures the time the support agent has to wait between interactions. Task switching and waiting for replies is an inevitable part of the job, but the longer an agent has to wait for a reply, the less efficient and effective they will be at solving the problem.

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Annual Contract Value

Annual Contract Value (ACV) is the dollar amount an average customer contract is worth to your company in one year. There tends to be less universal consensus on the definition of ACV compared to some other SaaS metrics, such as Annual Recurring Revenue. For example, some companies include one-time initial charges like setup or training in their ACV calculations, while others don’t.

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Average Speed to Answer

Average Speed to Answer (ASA) is the average amount of time taken for a call centre agent to answer an inbound customer call, including time spent waiting in a queue. It excludes time spent navigating an IVR system. This metric one of the most important signals tied to customer satisfaction.

Customer Effort Score

Customer Effort Score (CES) is a measure of how easy or difficult it is for customers to interact with your company, for example, to make a purchase, to access a free trial, to resolve a problem, to navigate your website, or to get something done in your product. It’s measured by surveying customers after a specific interaction, and asking them to rate how easy or difficult it was to do what they wanted to do. Examples of difficult or high-effort interactions are ones that add friction for customers, for example, making them repeat information, interact with multiple people or screens, or wade through generic content to find information relevant to them.

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Customer Health Score

A Customer Health Score is a single, calculated number that reflects a customer’s health across multiple dimensions. By monitoring Customer Health Scores, you can detect early signals of increased friction or declining customer engagement. You can also identify highly engaged and loyal clients, who would make excellent advocates.

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Customer Satisfaction

CSAT is a measure of the level of satisfaction that a customer has with a company’s products and/or services, most often provided by the customer as part of a survey. It is commonly used as an indicator of a customer’s loyalty to a company.

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DAU/MAU Ratio

DAU/MAU Ratio (Daily Active Users to Monthly Active Users ratio) measures how active monthly users are on a daily basis. In other words, this engagement metric measures the number of days in each month that users performed an activity that qualifies them as active users. A higher DAU/MAU Ratio generally indicates high stickiness, meaning users consistently return to the app.

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Daily Active Accounts

Daily Active Accounts measures the number of unique accounts with at least one user who has interacted with an application or platform in a day. An active account may include one or more users, who may each have varying degrees of activity.

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Deviation from Target Churn Rate

Deviation from Target Churn measures how close or far away you are from hitting your ideal target churn rate in a specific time period. It is calculated by finding the difference between the forecasted churn rate and the target churn rate.

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First Contact Resolution Rate

First Contact Resolution Rate (FCR Rate) is the percentage of customer contacts that are resolved on the first interaction with the customer. If a customer's issue can be resolved on the first contact, it eliminates the need for either the agent or the customer to follow up. Although FCR Rate is a widely used metric and is tied to customer satisfaction, it can easily result in the opposite if taken to the extreme. It's important to continually monitor this metric in comparison with Ticket Reopen Rate so that the quality of service doesn't suffer as FCR Rate expands. At times, agents may solve a ticket on their first attempt but not resolve the customer’s actual issue; leaving them feeling unsatisfied and frustrated with their experience. The danger arises if these instances become frequent occurrences.

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First Contact Resolution Tickets

First Contact Resolution Tickets is the count of customer tickets that are marked as solved by agents on the first attempt. When done properly, First Contact Resolution is beneficial to both customers and call center agents. Whether it's a single phone call, chat conversation or email response - the customer leaves happy and so does your staff!

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Full Resolution Time

Full Resolution Time is the time duration between the ticket creation date and the ticket solved or closed date. Along with a solution that helps the customer and solves the problem, the less time it takes to get to a resolution is good for you and good for the customer. Resolution time is usually measured in hours or days.

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