10 Customer Retention Metrics & How to Measure Them

不需要获取新客户而不需要获得B2B业务的关键要素是什么？Customer retention。To make data-driven decisions, it’s important to track customer retention metrics and analyze trends and patterns.

往下读,学习如何衡量客户保留, which metrics to track, how to calculate them, and why they're important to your客户成功策略。

客户保留Rate = (Customers at the End of the Period) - (New Customers Acquired) / Customers at the Start of the Period

保留率有时会与流失率相混淆。但是，这两个指标截然不同。

了解这两个指标之间的区别将阻止您在道路上犯一个昂贵的错误。

In fact, understanding all customer retention metrics can help you have a successful month, quarter, and year ahead.

Why are customer retention metrics important?

您保留的客户越多，recurring revenueyou can generate or the moreupsells and cross-sells您以后可以确保。另外，与您在一起的客户对您的产品和服务感到满意，从而增加了他们的可能性推荐更多客户to you.

但是，除非您跟踪诸如诸如customer lifetime valueandchurn rate。组织跟踪该领域的成功，以了解他们满足客户需求的状况以及他们是否继续赚钱。

Marketing, sales, customer service, and even product management teams can all benefit from customer retention data. This information helps each team fine-tune their contribution to the客户旅程and create more delightful experiences for your user base.

但是计算这些数据可能很耗时。而且，如果您像我一样，试图重组数字只是为了找到结果而令人沮丧。这就是为什么我们在下面创建了计算器以帮助您的团队获得准确的见解。

特色资源：客户保留Metrics Calculator

免费下载

HubSpot's客户服务指标Calculator旨在节省时间并轻松计算业务的客户保留指标。您所要做的就是输入您的业务数字，并立即查看您的客户保留率，收入流失，客户寿命价值等。随着时间的推移跟踪这些指标，以了解您的保留率如何改善。

While there are plenty of metrics for your business can keep track of, we've curated a list of the most important ones below. Let’s take a look.

1. Customer Churn

Perhaps the most straightforward of customer retention metrics, your company's customer churn rate refers to the rate at which customers stop doing business with you. Whether the customer has ended or opted out of renewing a subscription, a churned customer is a customer that your business didn’t retain.

话虽如此，您customer base在某种程度上是自然的。例如，客户可能经历了重大变化。也许他们的业务被收购或破产了。也许他们不再需要您的产品或服务。

But, if your annual churn rate is greater than 5-7%, it's time to evaluate the happiness of your customers — and find outwhy there may be a problem。Ahigh churn rate is typically indicative of your product or service failing to meet your customers' expectations or goals.

How to Calculate Customer Churn

您多久计算和检查公司的流失率将取决于您公司开展的业务量。bob全站app例如，如果您拥有数百或数千个客户，则每月进行营销，销售或客户成功团队可能会谨慎。

If you have a relatively small customer list, a semi-annual or annual tracking will suffice. Note that new customers you onboard in whatever time period you choose should not be factored into the churn rate.

Churn Rate Formula

每年流失率=（一年中的客户数量 - 年底的客户数量） /一年中的客户数量

Example of Customer Churn

To calculate churn rate, we can use the example metrics below.

假设我们的公司从9月开始与1bob全站app0K客户一起开始。在本月底，我们发现有500人离开了我们的业务。这意味着我们的流失率为5％（（10,000个客户-9,500个客户） / 10,000客户= 5％）。

现在，假设我们在9月期间获得了275个客户，并且在10月期间损失了500次。然后，我们10月的流失率将为5.11％（（9,775个客户-9,225个客户） / 9,755个客户= 5.11％）。

2.收入流失率

Your revenue churn rate is the percentage of revenue you've lost from existing customers in a given period of time. For example, revenue churn can result from an order cancellation, a plan downgrade, or an end to a business relationship. Particularly for SaaS (Software as a Service) companies, revenue churn rate is a critical indicator of customer satisfaction.

尽管总体收入流失率提供了对客户健康的鸟眼视图，但必须单独跟踪它。您的客户成功团队的主要目标是主动确保客户使用您的产品或服务遇到问题，更不用说接近降级订阅的程度了。

如果确实发生了收入流失，那么您的客户很可能会濒临离开 - 您的运营或服务团队必须迅速采取行动以防止这种情况发生。

How to Calculate Revenue Churn Rate

您应该以每月的间隔计算收入流失率。首先从本月初的MRR减去每月的经常性收入（MRR）。

Then, subtract any revenue you accrued fromupselling or cross-selling给现有客户。最后，将这个数字除以本月初的MRR。

You may, in fact, end up with a negative percentage, which would mean your revenue gains from existing customers outweighed any losses. But remember, revenue from new customers should not be included in this calculation.

Revenue Churn Rate Formula

Monthly Revenue Churn Rate = [(MRR at Start of Month - MRR at End of Month) - MRR in Upgrades during Month] / MRR at Start of Month

Example of Revenue Churn Rate

To demonstrate revenue churn rate, let's use a similar example to the one we used above.

在此示例中，假设我们的公司从9月开始，MRR为5万美元。bob全站app在那个月，我们损失了5000美元，从升级中获得了2.5万美元。在本月，我们的收入流失率将为5％。（[（$ 50,000- $ 45,000） - $ 2,500] / $ 50,000 = 5％）。

十月，由于我们获得了2.5万美元的升级以及新的MRR $ 100K，我们的首发MRR将为57,500美元。如果我们损失了7000美元的流失并获得升级$ 3K，我们的流失率将为6.95％（（（（$ 57,500- $ 50,500） - $ 3,000） / $ 57,500 = 6.95％）。

3. Existing Customer Revenue Growth Rate

Existing customer revenue growth rate is very important for your business.

攀爬的速度会imply that your marketing, sales, and account teams are doing a great job at motivating customers to increase spending. It also means that your customers are quickly realizing the value from your engagement.

相反，挣扎或下降的增长率应使您的成功团队保持警惕。

现有的客户收入增长率停滞也可能对您的业务危险。毕竟，获取新客户实际上是昂贵的四倍，比销售到当前的客户的贵四倍，从而阻碍了组织的扩展能力。

如果您现有的客户帐户没有增长，那么您可能不会花费足够的时间和预算来保留客户，并且无法利用易于利用的收入来源。

How to Calculate Existing Customer Revenue Growth Rate

Once again, the formula below should only take into consideration revenue generated from existing customers. No new sales are involved in this measurement. Existing customer revenue growth rate can be applied to a single account examined over a long period of time, or it can be measured to reflect the "big picture."

客户收入增长率公式

每月收入增长率=（MRR在月底 - MRR在月初） / MRR在月初

现有客户收入增长率的示例

为了简单起见，让我们使用与上面的示例相同的示例。

If we start September with an MRR of $50K then lose $5K to churn, our existing revenue growth rate is -10% (($45,000 - $50,000) / $50,000 = -10%). For October, if we start at $57.5K and lose $7K, our existing revenue growth rate is -12.2% (($50,500 - $57,500) / $57,500 = -12.2%).

4.重复购买比率

简而言之，重复购买比率（RPR）是再次从公司购买购买的客户的百分比。bob全站app该指标是客户忠诚度- 营销和销售团队通常用来评估公司客户保留策略的绩效和影响。bob全站app尽管此特定的度量通常适用于产品，但您也可以应用相同的公式来重复订阅或合同续订。

What's especially useful about repeat purchase ratios is their application to specific demographics. By taking a look at which types of consumers or companies are making the most repeat purchases, you can adjust your target buyer personas accordingly and inform marketing about where their efforts should be augmented or concentrated.

如何计算重复购买率

This is a measurement that can be calculated in any timeframe — weekly, monthly, quarterly — and your customer success team will still find the data valuable.

例如，在B2B环境中，您可能会出售几个出售几种不同产品的不同客户制造过程中使用的小部件。每个客户对您产品的需求可能会根据其自身的销售周期，制造程序等而有所不同。一个新客户可能会在年初向您订购一个大型采购订单，而另一个客户可能每月进行购买。

从这个意义上讲，RPR应与一小颗盐一起服用。如果您的客户成功团队确实在A游戏中，除了总体重复购买率外，他们还将为每个客户进行基准购买频率。

重复购买比率公式

Repeat Purchase Ratio = Number of Returning Customers / Number of Total Customers

Example of Repeat Purchase Ratio

假设我们从5K客户开始订阅我们的产品或服务。在本月底，只有4K客户重返我们的业务。在这种情况下，我们的重复购买比率将为80％（4,000名客户 / 5,000个客户= 80％）。

5.产品退货率

您的产品收益率是另一个专门适用于出售有形产品（与服务或订阅相对）的公司（相对于服务或订阅）的指标。这是已将其销售给您的总单位的比例。

Although products could be returned for myriad reasons, product returns are never good, and the ultimate goal is to keep this number as close to zero as possible.

店内和在线购买的B2C零售商平均退货率悬停在9％和20％左右，在B2B设置中的产品返回可能会更具致命性。鉴于较大的销量和平均B2B销售周期的延长持续时间，产品收益对于您的客户保留策略可能会非常有问题。客户服务团队必须在销售（和/或客户）完全丢失之前迅速进行修改。

产品回报率最肯定是客户成功团队必须密切关注的数据点。客户成功经理不仅可以使用它来证明与内部各方联系并开始损害控制过程的合理性，而且他们还可以使用信息让正确的人知道产品或其交付需要改进的位置。

如何计算产品回报率

The timeframe for your product return rate will also depend on your sales volume. What's effective for another company may not work for yours. But here's the base formula and it's important that whatever time period you choose to contextualize the calculation, you consistently adhere to it.

产品回报率公式

产品退货率=售出的单位数量后来退还 /售出的单位总数

Example of Product Return Rate

在此示例中，假设我们是一家体育用品公司，销售棒球防滑钉。bob全站app9月，我们最受欢迎的物品售出了10k单元，但该月晚些时候返回了7K。我们的产品回报率将为70％，这可能表明该鞋子的重大问题（返回7,000辆 / 10,000单位= 70％）。

6.日期销售未偿

In a nutshell, days sales outstanding (DSO) can be described as the average number of days that receivables (customer dues, bills, payments) remain outstanding before they're collected. DSO not only shows how well your company's accounts receivables are being managed, but also how committed a customer is to maintaining a healthy working relationship with your business.

The longer the DSO, the longer it's taking customers to pay their bills — which may be a bad omen for your customer retention strategy. It's important to look at DSO as a whole in order to identify trending behaviors and what you can do to combat DSO figures on the rise.

But on an individual basis, a lengthy DSO could mean your customer is dissatisfied with your company's product or service, or that your marketing and sales teams are nurturing and closing customers with credit or cash flow problems. Remember, effective客户成功策略在收购阶段开始。

如何计算未偿还的天数

DSO is usually applied to the entire set of invoices that a company has outstanding at any given time, rather than to a single invoice. You can determine your DSO on a monthly, quarterly, or annual basis by dividing the number of accounts receivable during the selected time period by the total value of credit sales during the same period. Then, multiplying the result by the number of days in that timeframe.

最终数字等同于您公司收集发票所需的平均天数。bob全站app但是，为了简单起见，我们将使用年度DSO公式，可以在下面找到。

销售销量不佳Formula

Annual Days Sales Outstanding = (Accounts Receivable / Annual Revenue) × 365 Days

Example of Days Sales Outstanding

假设我们的假设公司今年的销售额为10万美元。bob全站app在这笔$ 10万美元中，已经收集了75,000美元。在这种情况下，我们的年度DSO为274天（（$ 75,000 / $ 100,000）x 365天= 274天），我们的每月DSO为23天（（$ 75,000 / $ 100,000）x 31天= 23天）。根据您从事的行业，这可能很低或很高。

7.净推荐值®(NPS)

Net Promoter Scorequantitatively measures general satisfaction and loyalty to your brand. Once you've calculated your overall Net Promoter Score, it will tell you if your customers are content and willing to refer your products or services to others.

What's more, if you compare your Net Promoter Score to your revenue growth rate and customer churn rate, you may be able to predict potential growth through customer retention and referrals.

尽管高NPS不能保证增长和保留，但识别和激励品牌传教士可以帮助推动推荐业务。这可以与内容营销计划（例如创建案例研究，网站证明和其他形式的社会证明）相同。

相反，较差或中等的分数为解决满意度的问题提供了机会，以便为时已晚。

How to Calculate Net Promoter Score

As simple as it may sound, this score is determined by asking your customer one question: "How likely are you to recommend our company to a friend or colleague?"

That's it! The customer is then prompted to choose a score between 0 and 10. Note that only 9's and 10's are promoters, and any customer giving a rating of 6 or below is considered to be a detractor.

如果您觉得这会有所帮助，则可以在您的NPS调查(something along the lines of "Will you share why?") — but keep in mind that response rates decrease as the number of questions asked increases.

然后你可以计算净启动子得分通过从启动子响应百分比中减去碎屑响应的百分比。

Net Promoter Score Formula

净启动子得分=启动子的百分比 - 偏差的百分比

Example of Net Promoter Score

Asmart company would distribute an NPS survey after a customer service case is resolved. If after a month, we observed 50 promoters, 25 neutral scores, and 10 detractors, our overall NPS would be 47 (50/85 = 59%, 10/85= 12%, 59% - 12% = 47).

8. Time Between Purchases

购买之间的时间衡量了普通客户再次从您那里购买的时间。这是一个重要的保留指标，因为它向您展示了客户对您的产品或服务的满意程度，以及他们愿意在您的市场中尝试竞争对手。

When tracking this metric, it's important to compare it to other metrics like customer satisfaction and NPS. For example, if you're noticing a lot of time between purchases, that may indicate that your product or service isn't differentiating itself from others in its industry. Or, it could mean that your product is well-built, and customers don't need to buy it again. Comparing time between purchases with other customer satisfaction metrics is a great way to identify overall strengths and weaknesses in your offer.

如何计算购买之间的时间

要计算购买之间的平均时间，您需要跟踪所有客户的购买日期。ACRMcan help you do this, as it can set up contact properties that record whenever customers make repeat purchases.

Once you have a recording system, you'll need to add together every customer's average purchase rate. For example, if a customer buys from you today, then buys another product a week from now, their purchase rate would be seven days. If they bought from you again two weeks later, then their average purchase rate would be 10.5 days.

找到所有个人购买率的总和后，将该数字除以您的总数

回头客。请务必排除任何新客户，因为该指标只能衡量您进行重复购买的现有客户。

购买公式之间的时间

Time Between Purchases = Sum of Individual Purchase Rates / Number of Repeat Customers

Example of Time Between Purchases

For this example, it'll be easier to explain calculations using the Excel sheet below.

9月，我们的小型企业只有五个回头客。通过计算每个客户的平均购买率，我们可以看到每个客户再次从我们那里购买需要多长时间。将这些数字平均在一起，使我们在购买之间的平均时间为8天（40天 / 5个客户= 8天）。

9. Loyal Customer Rate

忠诚的客户利率只是指在给定时间范围内与您重复购买的客户数量。由于您最忠实的客户最向您购买，因此该指标确定了您对业务忠诚的客户群的百分比。

重要的是要知道您拥有多少忠实客户，因为这些人是您客户群中最有价值的成员。那是因为它们不仅推动了最多的销售，而且他们也最有可能分享有关您的业务的积极口碑。通过知道这些忠实的客户是谁，您可以利用收集推荐和鼓励客户倡导的机会。

How to Calculate Loyal Customer Rate

忠诚的客户利率是通过首先确定您的企业在给定月，季度或一年中拥有的客户总数来计算的。这包括现有客户和新客户。

然后，您需要找到额外购买的现有客户的数量以及进行多次购买的新客户的数量。将这些值添加在一起以获取您的忠实客户总数。

Finally, divide your total number of loyal customers by your total customers to get your loyal customer rate.

忠实的客户利率Formula

忠诚的客户利率=回头客 /总客户的数量

忠实客户利率的示例

In this example, let's say we had 20K total customers during September. Of that 20K, 2K were existing customers who made additional purchases and 3K were new customers who made multiple purchases. By averaging these values together, we would find that our loyal customer rate comes out as 25% ((2K customers + 3K customers) / 20K customers = 25%).

10.客户寿命价值

Customer lifetime value(CLV) measures how much revenue is generated by a single customer. Whether you sell individual products or services, or you sell software billed annually, this is a metric to track consistently. Ideally, you'd see CLV rise or stay constant, as a shrinking CLV suggests you're either capturing low-value customers or losing customers faster than you had in the past.

如何计算寿命值

首先，确定一年中客户可以期望的平均收入金额。您可以通过将年度销售额除以当年独特客户总数来确定这个数字。

Then, you'll want to determine how long a customer stays with your business in terms of years.

From there, you'll multiply the average revenue per customer by the average lifespan of the customer to produce your customer lifetime value.

客户寿命价值公式

客户寿命价值=客户价值 *平均客户寿命

在哪里Customer Value = Average Purchase Value * Average Number of Purchases

客户寿命价值的示例

ASaaSbob全站app公司每年向客户收费以获取软件。bob电竞官方下载该公司去bob全站app年获得了500万美元的收入，并拥有2,000个客户。将其500万美元的收入除以当前customer base2,000人中，每年的平均收入为每年2500美元。

The company analyzed its customer longevity and discovered the average amount of time a customer does business with the software company is three and a half years.

Multiplying the average revenue of $2,500 by the average lifespan of four and a half years yields a customer lifetime value of $11,250.

While these are the top metrics you should be tracking for customer retention, there's more data you can analyze toimprove your customer experience。Let's wrap up by exploring those alternatives in the section below.

更多客户保留指标要考虑

Depending on your business goals and the interactions you expect from customers, there may be a few more metrics that will benefit your customer success team.

For example, looking at the number of open tickets or the number of complaints a customer has filed could prompt your success team to work on a solution. If regular communication and engagement with your customers is the norm for your business, it would be wise to measure your email open rates and response rates.

What's important is that you can quantify the values, record them using the right technology, and give each department access to the real-time data should they need to address a problem with a customer.

客户保留的重要性

It's imperative that your company allocates time and resources to improving customer retention. If putting together a comprehensive customer retention or success plan currently feels out of reach, then start small. Begin tracking the metrics mentioned here, and your customer base will grow exponentially.

净启动子，净启动器系统，净启动子得分，NPS和与NPS相关的表情符号是Bain＆Company，Inc。，Fred Reichheld和Satmetrix Systems，Inc。的注册商标。bob全站app

Editor's note: This post was originally published in January 2018 and has been updated for comprehensiveness.