According to the creator Bain, “Net Promoter ScoreSM (NPS®) is a single, easy-to-understand metric that predicts overall company growth and customer lifetime value. These powerful tools can help you earn the passionate loyalty of your customers while inspiring the energy, enthusiasm and creativity of your employees.” The scoring ultimately measures your audience as Promoters (9-10) who are loyal advocates, Passives (7-8) who are satisfied but unenthusiastic and open to competitors, and finally Detractors (0-6) who are unhappy and possibly can be a detriment your brand reputation.

Commonly known as Customer Churn Rate (brand attrition) is a measurement of the rate or speed customers will stop doing business with a brand. It is a percentage of product users or service subscribers who discontinue the use within a time period. If a brand is to grow, the acquisition rate must exceed the churn rate.

It can also be applied to employees a the rate for hire to when they leave their jobs.

Customer Lifetime Value (CLV), represents the lifetime cycle with the brand with an expected total amount of spend a customer will invest spend in your brand products and services. This metric assists in evaluating how much marketing, support and attrition costs to invest in acquiring new customers as well as retaining them. For an auto manufacturer, CLV is not only the purchase, but the connected services, vehicle servicing and maintenance updates, and possible repurchase.

Customer Effort Score (CES) is a metric that evaluates the amount of invested effort a customer has to go through to resolve an issue with a product or service. It could include inquiring, purchasing, using, renewing or even returning these products or services. An example of this is Amazon’s heavy investment in the ease of returning products as the realized there was a greater repurchase experience if a consumer could buy more confidently.

Customer Satisfaction (CSAT) is a metric that commonly measures customer service and product quality performance - usually found in a 1 to 5 scale and converted into a percentage.

Measuring a CSAT score from the survey focuses on respondents who score the experiences as 4 (satisfied) and 5 (very satisfied). These two highest values on your customer surveys is the most accurate predictor of brand retention.

Customer Retention Rate is a metric used to forecast retaining customers by measuring the likelihood they will stay with your brand over competitors. They formulas used determine the performance of business operations either in a given period of time or audience segment. Retention is especially helpful in understanding various segments of your customers and where there is a cost to benefit ratio in keeping them. It’s important to use these metrics in both campaign targets and loyalty funnels. For example, a premium brand may not want to invest in consumers who only look for the cheapest deal.

Average Resolution Time (ART) is the average length of time for a call center agent, through phone or chat, takes to resolve a customer inquiry, either through a sales transaction or customer customer service query. This is an important metric to evaluate the effectiveness of a team to deliver a target result through training and tools provided. It’s also important to note that speed with a customer call may sometimes be better balanced with effective time that educates the customer about a product or service for greater satisfaction and usage.

First Contact Resolution (FCR) is commonly applied to call center operations who measure the percentage of incoming reservations or service calls from a customer who was able to resolve their request with satisfaction without transferring or follow-up calls. It is a measurement to evaluate the effectiveness of a call center staff empowered and educated, eliminating the need to transfer customers to a manager or other IT Support to resolve their issue. Satisfaction is important, but the measurement is focused on how effectively call center teams can respond to the first call from a consumer which shows greater customer experience through brand confidence.