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.

Monthly Active Accounts

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

Monthly Active Users

Monthly Active Users are the number of unique users of an application or platform that have interacted with it in a month. This metric is used to track monthly user engagement. Monthly Active Users includes both new users and existing users who have interacted with the application.

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Net MRR Churn Rate

Net Monthly Recurring Revenue (MRR) Churn Rate is the percentage change in MRR due to expansions, cancellations and downgrades. A negative Net MRR Churn Rate occurs when expansions exceed downgrades and cancellations and is a strong positive indicator of company health. This metric is typically expressed as a monthly rate although it can also be an annual rate: Net Annual Recurring Revenue (ARR) Churn Rate.

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Net Promoter Score

Net Promoter Score (NPS®) is a measure of a customer base's willingness to promote a product or service to colleagues and friends. It is based on the results of a current customer survey, which asks respondents to answer the following question: “how likely is it that you would recommend (brand or product X) to a friend or colleague?” Responses, with 10 being the highest, are grouped as follows: 10s and 9s are brand ‘Promoters’, 8s and 7s are ‘Neutrals’, and any responses below 7 are brand ‘Detractors’.

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Net Revenue Retention Rate

Net Revenue Retention (NRR) Rate, also known as Net Dollar Retention (NDR), is the percentage of recurring revenue retained from existing customers in a defined time period, including expansion revenue, downgrades, and cancels. This churn metric gives a comprehensive view of positive as well as negative changes with respect to customer retention. A good NDR can range between 90% to 125%, based on target customer size.

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Onboarding Calls

Onboarding Calls is the number of phone calls made by the sales team to welcome new customers into the product. It is a good leading indicator of Engagement and Customer Lifetime Value.

Propensity to Renew

Propensity to Renew is a measure of the likelihood a customer will renew their contract instead of terminating their engagement with a company, most often provided by the customer as part of a survey. It is an indicator of revenue risk and potential logo churn.

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Spend Lift

Lift in Spend is a loyalty metric that calculates the increased spend per customer or groups of customers across two periods.

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Time to Value

Time to Value (TTV) measures the duration between when a user selects your product and the moment they initially realize the value of your product. Value usually means that the setup process is completed and the first usage of the product is successful.

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Unsubscribes

Unsubscribes measures the number of users who choose to cancel or not renew their subscription. Reasons typically include customer dissatisfaction, lack of value added, and competing offers.

Weekly Active Accounts

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

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Weekly Active Users

Weekly Active Users are the number of unique users of an application or platform that have interacted with it in a week. This metric is used to track weekly user engagement. Weekly Active Users includes both new users and existing users who have interacted with the application.

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