Customer

Customer Advocacy

Customer championing is a strategic process focused on building strong relationships with satisfied customers to amplify their positive experiences, strengthen loyalty, and inspire them to share their success stories. This approach involves systematically identifying and engaging advocates who can influence peers, participate in reference programs, contribute testimonials, and offer valuable feedback. By empowering these advocates, organizations create a virtuous cycle where customer endorsements and insights enhance brand reputation, drive product adoption, and support continuous improvement. Ultimately, this accelerates growth and differentiates the organization in competitive markets.

Related KPIs

Metric	Description
Customer Loyalty	Customer Loyalty is a measure of a customer’s likelihood to repeatedly engage with and purchase from a brand over time, often driven by positive experiences, satisfaction, and perceived value. Loyal customers show a strong preference for a brand, even when alternatives are available.
Customer Referral Rate	Customer Referral Rate (CRR) measures the percentage of your customers who refer others to your business, reflecting the effectiveness of your referral program and the strength of your word-of-mouth marketing.
Customer Renewal Rate	Customer Renewal Rate measures the percentage of existing customers who renew their subscription, contract, or membership during a specific time period. It reflects how well your product or service retains its customer base over time.
Loyalty Participation Rate	Loyalty Participation Rate measures the percentage of eligible customers actively engaging with a loyalty or rewards program. This metric helps assess how well the program attracts and retains participants.
Net Promoter Score	Net Promoter Score (NPS) measures customer loyalty by gauging how likely customers are to recommend your product, service, or brand to others. It’s based on a single-question survey: “How likely are you to recommend our [product/service] to a friend or colleague?”
Redemption Rate	Redemption Rate measures the percentage of distributed promotions, coupons, or rewards that customers redeem or use within a specified period. It evaluates the effectiveness of promotional campaigns and customer engagement with incentives.
Referral Conversion Rate	Referral Conversion Rate measures the percentage of referred leads or prospects who successfully convert into paying customers or complete a desired action (e.g., signing up, purchasing, or subscribing). It evaluates the effectiveness of referral marketing efforts in driving meaningful results.
Sentiment Analysis	Sentiment Analysis is the process of analyzing text, speech, or other data to determine the emotional tone behind it. It categorizes feedback as positive, neutral, or negative, providing insights into how customers feel about a product, service, or brand.
Strategic Referral Win Rate	Strategic Referral Win Rate measures the percentage of referred opportunities from high-value sources (e.g., customers, partners, advisors) that convert into closed-won deals. It helps assess the effectiveness and revenue impact of strategic referral programs.

Customer Engagement

In modern customer engagement, Customer Interaction Orchestration involves the strategic and coordinated management of all communications and touchpoints across the entire customer lifecycle. This process includes proactive outreach, personalized engagement, onboarding, feedback collection, education, and continuous support. The goal is to maximize value realization, drive product adoption, and build long-term loyalty. By utilizing insights from both sales and product usage data, organizations can tailor their interactions to meet evolving customer needs, optimize the customer journey, and align efforts toward revenue growth, retention, and advocacy.

Related KPIs

Metric	Description
Post-Renewal Engagement Rate	Post-Renewal Engagement Rate measures the percentage of renewed customers who actively engage with your product or service within a defined period after renewal. It helps assess long-term retention health and expansion readiness.

Customer Feedback Loops

Continuous customer insight integration is the systematic process of gathering, analyzing, and acting on customer feedback throughout the entire customer journey. By consistently incorporating these insights into product development, sales strategies, and customer success initiatives, organizations can quickly adapt to changing customer needs, enhance satisfaction, and drive long-term growth. Embedding customer feedback into cross-functional workflows allows teams to prioritize meaningful improvements, innovate based on actual usage, and strengthen relationships with customers.

Related KPIs

Metric	Description
Customer Feedback Retention Score	Customer Feedback Retention Score measures the retention rate of customers who have provided feedback (positive, negative, or neutral). It helps assess whether engaging customers in feedback loops improves loyalty and long-term value.
Exit Reason Frequency (Segmented)	Exit Reason Frequency (Segmented) measures how often specific reasons for churn or cancellation occur across different customer segments. It helps identify patterns in churn behavior and root causes by cohort.

Customer Mapping

This activity focuses on systematically identifying and profiling key stakeholders within a target customer organization. The process includes mapping out decision-makers, champions, blockers, influencers, and end-users, while analyzing their roles, motivations, pain points, and interrelationships. By thoroughly understanding the stakeholder landscape, teams can tailor engagement strategies, accelerate deal velocity, customize adoption approaches, and coordinate effective multi-threaded communications. This alignment enables cross-functional teams to prioritize the most influential stakeholders in the customer’s buying journey, leading to more precise targeting, personalized outreach, and ultimately, improved conversion and retention rates.

Related KPIs

Metric	Description
Relationship Depth Score	Relationship Depth Score measures the strength and breadth of engagement between your team and customer stakeholders across roles, levels, and functions. It helps assess account health, expansion potential, and advocacy readiness.

Customer Marketing

"Customer Engagement Marketing is a strategic activity dedicated to nurturing, retaining, and expanding relationships with existing customers. This involves targeted communication, personalized campaigns, and value-driven programs designed to drive product adoption, upsell, cross-sell, and advocacy. By leveraging customer data and product usage insights, the function delivers tailored messaging, lifecycle campaigns, and community-building initiatives. Close alignment with customer success, sales, and product teams ensures a cohesive approach that maximizes customer lifetime value and fosters long-term loyalty."

Related KPIs

Metric	Description
Referral Intent Identified in QBRs	Referral Intent Identified in QBRs measures the percentage of Quarterly Business Reviews (QBRs) in which customers express interest or willingness to refer your product. It helps track referral readiness and advocacy opportunity among current accounts.

Customer Segmentation

Customer profiling and segmentation is a systematic process of analyzing and categorizing customers based on shared characteristics, behaviors, needs, or their value to the organization. This approach goes beyond traditional demographic segmentation by incorporating behavioral, firmographic, technographic, and engagement data. The primary goal is to create actionable customer segments that support personalized outreach, tailored product experiences, targeted marketing campaigns, and efficient resource allocation. By aligning sales, marketing, and product strategies with the unique journeys and preferences of each segment, organizations can drive growth and enhance customer satisfaction.

Related KPIs

Metric	Description
CAC Payback Period	The CAC Payback Period is the amount of time it takes for a company to recoup the customer acquisition cost (CAC) from the revenue generated by a customer. It measures how long a customer needs to stay with the company to cover the costs of acquiring them.
Feature-Based ARPU	Feature-Based ARPU measures the average revenue generated per user who actively uses a specific feature. It helps quantify feature value and its impact on monetization.

Customer Success Enablement

Customer Value Enablement involves implementing strategic initiatives, providing resources, and developing processes to empower customer-facing teams—especially Customer Success Managers. These efforts focus on equipping teams with the knowledge, tools, and best practices necessary to drive customer adoption, satisfaction, and expansion. By aligning enablement activities with product capabilities, customer use cases, and evolving market demands, this approach enables teams to deliver proactive guidance and meaningful engagement throughout the customer journey. Ultimately, Customer Value Enablement maximizes customer outcomes, fosters loyalty, and accelerates revenue growth.

Related KPIs

Metric	Description
Warm Introduction Offer Rate	Warm Introduction Offer Rate measures the percentage of customers, partners, or users who are asked or prompted to provide a warm introduction to a relevant contact. It helps assess how often teams or workflows are activating social referrals as part of GTM efforts.

Customer Success Forecasting

Predictive Customer Health Analytics leverages data-driven insights to anticipate customer needs, risks, and opportunities throughout the entire customer lifecycle. By integrating signals from product usage, engagement metrics, support interactions, and revenue data, this approach enables organizations to forecast customer satisfaction, renewal likelihood, expansion potential, and risk of churn. With these proactive insights, customer success and account teams can prioritize interventions, personalize customer experiences, and efficiently allocate internal resources to maximize retention and growth. Ultimately, actionable predictive intelligence from this activity enhances customer lifetime value and drives sustainable business outcomes.

Related KPIs

Metric	Description
Average Revenue Per Expansion Account	Average Revenue Per Expansion Account measures the average revenue generated from accounts that have expanded—via upgrades, add-ons, or usage increases—over a defined period. It helps assess expansion efficiency and account growth potential.

Customer Success Planning

Success Enablement Strategy is a structured, proactive process designed to align customer goals with the value proposition and capabilities of a product or service. This activity emphasizes early collaboration with customers to:

• Define clear, measurable objectives and key results (OKRs) that support desired business outcomes.
• Map adoption milestones and key engagement touchpoints throughout the customer lifecycle.
• Identify potential adoption barriers and develop targeted mitigation strategies.
• Establish mutual accountability between the customer and the provider to drive shared success.
• Integrate customer success initiatives seamlessly into broader go-to-market efforts, promoting customer expansion, retention, and advocacy.

By supporting scalable, data-driven engagements, this approach ensures customers realize value and achieve their goals.

Related KPIs

Metric	Description
Time to Exceed Value	Time to Exceed Value (TTEV) measures the time it takes for users to perceive that a product or service has exceeded their expectations or delivered greater-than-expected benefits. It’s a customer success metric that highlights when a user transitions from simply meeting their needs to experiencing delight or exceeding their goals.

Customer Support

Customer Success Enablement is a proactive, strategic approach to supporting customers throughout their lifecycle, ensuring they realize maximum value from a product or service. This involves moving beyond traditional reactive support by prioritizing customer outcomes, integrating customer feedback, and providing ongoing education. Cross-functional collaboration is essential to address evolving customer needs, drive product adoption, and uncover opportunities for expansion and retention. The main objective is to build lasting relationships and support mutual growth, making Customer Success Enablement vital for scalable and sustainable revenue generation.

Related KPIs

Metric	Description
Complaints Received	Complaints Received refer to the number of formal or informal complaints submitted by customers or users about a product, service, or experience. These complaints highlight dissatisfaction and can cover a range of issues, from product defects to customer service challenges.
Complaints Resolved	Complaints Resolved refers to the number or percentage of customer complaints that have been successfully addressed and resolved within a given timeframe. This metric tracks how efficiently and effectively customer service teams are handling complaints.
Cost per Resolution	Cost per Resolution (CPR) refers to the total cost incurred to resolve a customer issue or complaint. It includes the expenses related to customer support, staff time, and resources used in handling and resolving a single case.
Cost Per Ticket	Cost Per Ticket (CPT) measures the average cost incurred by a business to resolve a single customer support ticket. It reflects the efficiency of support operations and resource allocation.
Customer Satisfaction Score	Customer Satisfaction Score (CSAT) measures how satisfied customers are with a specific product, service, or interaction. It is typically calculated by asking customers to rate their experience on a scale, such as 1–5 or 1–10, with higher scores indicating greater satisfaction.
Customer Support Tickets	Customer Support Tickets is a classification metric that organizes customer support inquiries into predefined categories, such as technical issues, billing problems, product questions, or feature requests. This helps identify trends and prioritize areas for improvement.
Error Rate	Error Rate measures the percentage of errors or failures occurring during a specific process, interaction, or system operation. It reflects the quality and reliability of a product, service, or workflow.
Escalation Rate	Escalation Rate measures the percentage of customer support cases or issues that are escalated to a higher level of support, such as specialized teams, managers, or senior agents. It reflects the complexity of issues and the ability of frontline support to resolve them effectively.
First Contact Resolution	First Contact Resolution (FCR) measures the percentage of customer inquiries or issues resolved on the first interaction with customer support, without requiring follow-up actions or additional contacts.
First Response Time	First Response Time (FRT) is the average time it takes for a customer support team to provide an initial response to a customer inquiry. It reflects the speed and efficiency of a company’s ability to acknowledge and address customer concerns.
Rate of Escalation to Higher Support Tiers	Rate of Escalation to Higher Support Tiers measures the percentage of customer support issues that require escalation from lower-tier support (e.g., frontline or basic support) to higher-tier support (e.g., advanced technical teams or specialized departments).
Resolution Time	Resolution Time measures the amount of time it takes to resolve a customer issue or ticket from the moment it is raised to when it is marked as resolved. It tracks the speed and efficiency of support teams in addressing customer concerns.
Ticket Volume	Ticket Volume is the total number of customer support tickets created within a specific timeframe. It represents the demand for support services and provides insight into user needs, product issues, or service performance.
Time to Resolution	Time to Resolution (TTR) measures the average time it takes for a support team to fully resolve a customer inquiry, issue, or ticket. It starts when the issue is reported and ends when it is marked as resolved.

Customer Tiering

Customer segmentation involves grouping customers into distinct categories based on criteria such as revenue potential, product usage, engagement level, industry, or strategic value. This process enables organizations to tailor engagement strategies, allocate resources efficiently, and personalize outreach for each segment. By supporting data-driven decision-making, customer segmentation helps identify high-value opportunities, optimize customer journeys, and align teams across sales, marketing, and customer success around segment-specific objectives. Regularly reviewing and updating these segments as customer needs and behaviors change allows companies to maximize retention, drive expansion, and increase overall customer lifetime value.

Related KPIs

Metric	Description
Average Revenue Per Account	Average Revenue Per User (ARPU) measures the average monthly or yearly revenue generated from each customer account, typically used in subscription-based businesses.