Ten Customer Metrics You Should Collect
In This Chapter
Identifying the most useful metrics
Improving revenues by improving your knowledge about your customers
You can quantify the value of your customers throughout the customer journey in myriad ways. While the “best” metrics depend on your goals and specific context, most organizations should collect these ten.
These metrics are a mix of the four types of customer analytics to collect: descriptive, behavioral, interaction, and attitudinal (as described in Chapter 2).
Understanding where, when, and how much top-line revenue is being generated is probably already being done. However, it’s often not being effectively tracked on a customer-by-customer basis. Tracking how much revenue is generated by each customer allows you to understand both which customers and which customer segments are responsible for the majority of your revenue.
See Chapter 4 for more details on using the Pareto Principle.
Revenue doesn’t last if customers aren’t happy. Fortunately, you can measure ...