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October 27, 2023
Updated: October 30, 2023

Customer loyalty measurement: Key metrics to grow your business

Learn how to measure customer loyalty, interpret results, and implement changes to build your business around loyal customers.

You have likely spent time and money acquiring every one of your customers. They are valuable. But you can't stop at customer acquisition.

Delivering as promised and satisfying your new customers will convert them into loyal customers. And loyal customers play a crucial role in the success and sustainability of a business.

So, how do you find out what makes customers loyal to your particular brand?

You can't rely on guesswork. You need to measure it using key metrics. Then, use your findings to hone in on what your customers love and don't love about their experience with your business.

Use these precious insights to help you improve where needed, ultimately leading to a stronger business.

In this post, we dive into how to measure customer loyalty and how to use that data to enhance your customer's experience with your business.

Reasons Customer Loyalty Is Important

Here are some compelling reasons customer loyalty is essential to your business:

Steady Revenue

Loyal customers make repeat purchases and provide a consistent source of revenue. They are less likely to be swayed by competitors and are more inclined to continue doing business with a company over time.

Lower Acquisition Costs

Acquiring new customers can be expensive and time-consuming. Loyal customers, on the other hand, have already been acquired, so the cost of retaining them is typically lower than acquiring new ones.

Word-of-Mouth Marketing

Loyal customers are more likely to recommend your business to friends and family, acting as advocates who can bring in new customers through word-of-mouth referrals.

Feedback and Insights

Loyal customers can provide valuable feedback and insights into your products or services, helping you make improvements and better meet their needs.

Brand Loyalty

Loyal customers are more likely to develop a strong attachment to your brand, which can lead to a long-term relationship and resistance to switching to competitors.

Resilience to Price Changes

Loyal customers may be more forgiving of occasional price increases or fluctuations because they value the overall experience and relationship with your brand.

Support in Tough Times

During economic downturns or challenging periods, loyal customers can provide a stable customer base, helping your business weather difficult times.

10 Key Metrics to Measure Customer Loyalty

So, how do you measure customer loyalty? There are plenty of metrics---but don't freak out and feel you have to track them all.

Choose the right ones for your business and implement data collection and reporting around those.

Let's look at the 10 most important loyalty metrics here and how they can help you track and improve customer loyalty.

Customer Retention Rate 

This is the percentage of customers a company retains over a specific period, excluding new customers. High retention rates suggest successful customer loyalty implementations.

The formula to calculate this is:

Customer Lifetime Value (CLV)

Customer Lifetime Value (CLV) is the total profit a business earns from a customer throughout their relationship. It helps determine the financial value of long-term customer relationships.

Customer Value = Total Customer Revenue - Total Cost of Acquiring and Serving the Customer

*note that the method of calculating customer value can vary depending on the specific needs and context of the business. Some businesses may also consider factors like the referral value of the customer and the potential future revenue from the customer.

Repeat Purchase Rate (RPR)

This is the percentage of customers who have made more than one purchase from a business. It's a key indicator of customer loyalty. It's an important metric as it can be more cost-effective to encourage repeat purchases from existing customers than acquiring new ones.

The Repeat Purchase Rate is calculated using the following formula:

Repeat Purchase Rate = (Number of customers making more than one purchase / Total number of customers) * 100

Upsell Ratio

This is the rate at which a business can sell a higher-priced item, upgrade, or add-on to existing customers. The result, expressed as a percentage, gives you the Upsell Ratio. A higher Upsell Ratio indicates a more effective upselling strategy.

Upsell Ratio = (Revenue from Upsell / Total Revenue) x 100

Net Promoter Score (NPS)

Have you ever been asked, "On a scale of 0-10, how likely are you to recommend us to a friend?" That's NPS! It measures how likely your customers are to sing your praises. Customers who give you a score of 9 or 10 can be seen as advocates, while those who score you between 0 and 6 can be considered critics. You can easily create NPS surveys using this template. NPS is a great way to gauge overall customer satisfaction.

Customer Loyalty Index (CLI)

This is a composite measure of customer satisfaction, loyalty, and advocacy. It provides a holistic view of a customer's relationship with the brand. You can get these scores through customer surveys. The CLI provides a comprehensive view of a customer's overall experience and their likelihood to remain loyal to the brand.

It is calculated using the average scores of three key metrics:

  • Customer Satisfaction (CS)

  • Likelihood to Return (LTR)

  • Likelihood to Recommend (LTR)

The formula for CLI is as follows:

CLI = (CS + LTR + LTR) / 3_

Active Engagement Rate

This gauges the percentage of customers actively interacting with a brand or its content. It's a key metric for assessing the effectiveness of marketing efforts.

Active Engagement Rate = (Total Engagements / Total Followers) * 100

Participation Rate

This measures the percentage of customers who engage with a specific campaign or initiative. It indicates the resonance of a company's marketing strategies.

The formula for Participation Rate is typically calculated by dividing the number of individuals who are actively participating in a particular activity, event, or program by the total number of individuals who are eligible or have the opportunity to participate.

This is then multiplied by 100 to convert it into a percentage. Here's how you can express it:

Participation Rate = (Number of Active Participants / Total Eligible or Potential Participants) * 100

Churn Rate

This is the rate at which you lose customers over a specific period. A high churn rate is a red flag, indicating that you probably have customer satisfaction issues that need addressing.

Churn Rate = (Number of Customers at Start of Period - Number of Customers at End of Period) / Number of Customers at Start of Period * 100%

Customer Satisfaction Score (CSAT)

Customer satisfaction score helps you understand how satisfied your customers are with your product or service. You might see it in the form of a simple survey question: "How satisfied are you with our product/service?" Usually, it's a rating from 1 to 5 or 1 to 10. A higher average score indicates higher customer satisfaction.

How to Interpret and Use Loyalty Data

Once you've gathered your loyalty data, it's time to unlock its full potential. Here's a walkthrough on analyzing and making the most of that data.

Dive into your data to uncover hidden gems. Look for recurring trends and patterns. Are customers consistently mentioning certain issues or concerns?

Identifying these trends can help you pinpoint areas that need attention.

For instance, if you notice a pattern of customers complaining about slow shipping, it gives you the opportunity to make some adjustments to your shipping processes and watch for improvements in your next reports.

Segment Your Customers

There is no such thing as one size fits all when it comes to customers. By segmenting them, you can create customized strategies for different customer groups based on their needs.

Here are some examples of ways to segment your customers:

  • Demographics: This includes age, gender, marital status, income, and education. Different demographic groups may show different loyalty patterns. For instance, long term customers might have higher loyalty due to long-term relationships with the brand.

  • Purchasing Behavior: This involves how frequently customers buy, what they buy, and how much they spend. High spenders or frequent buyers might show higher loyalty.

  • Engagement Level: This refers to how much customers interact with your brand, such as email opens, website visits, or social media engagement. Highly engaged customers are often more loyal.

  • Customer Satisfaction/Experience: Customer loyalty is created through positive experiences. You can segment customers based on their satisfaction scores from surveys or feedback.

Root Cause Analysis

Go beyond the surface value of a problem - understand the root cause of the issue by performing a root cause analysis.

A high churn rate, for example, indicates a problem that needs to be addressed. What is the cause of the problem?

Could it be a product defect, a poor customer service experience, or another underlying concern? When you identify the root cause, you are able to make targeted improvements.

Implement Changes

Implement changes and improvements where appropriate based on the insights you have gained from your data analysis.

The improvements could include improving customer service processes, refining your product or service, or creating a loyalty program to increase customer retention.

Here, it's important to turn insights into concrete improvements that benefit your business and customers.

JSJ Smart Homes, for instance, has personalized their approach to building rapport with customers through monitoring customer feedback and implementing changes to improve their service.

Ways to Build Customer Loyalty

Building customer loyalty is a strategic journey but doesn't need to be complicated. To avoid overwhelm, introduce new strategies one at a time and get them working before moving on to the next one. Here are a few ways to improve customer loyalty:


Forge emotional connections with your audience by highlighting your business' values and mission. Create a video that reflects the values and mission of your team.

Include interviews with team members, share photos and videos of your team in action, and showcase the work you do in the community. Give your clients the impression that your business is more than just a business but a part of something more significant.

Community Building

Utilize online forums, social media groups, or events to connect customers with your brand's core values and mission.

Creating a community that resonates with your brand's ethos will cultivate lasting relationships and loyalty, transforming customers into brand ambassadors who love your products and the sense of belonging and shared purpose they find within your community.

Feedback Integration

Actively listen to customer feedback and take action on it. Utilize their valuable insights to continually improve your products, services, and overall customer experience.

This process not only demonstrates your commitment to meeting their needs but also fosters trust and loyalty, ultimately driving sustainable growth and success for your business.

Businesses that have smashed it

Now, let's get inspired by some real-life success stories.


Starbucks has truly mastered the art of customer loyalty. Their Starbucks Rewards program is a game-changer, hailed as one of the finest in retail.

It's no wonder that by October 2022, a staggering 28.7 million customers were actively partaking in this loyalty extravaganza.

In fact, this represents a remarkable 16% year-over-year growth for Starbucks, proving that their strategy is a resounding success. Offering enticing perks and irresistible incentives, Starbucks has won the hearts (and wallets) of legions of coffee lovers.


Apple's masses of devoted fans didn't just happen by chance. It results from their unwavering commitment to top-notch products and stellar customer service. Apple's Genius Bar, for instance, offers personalized tech support, creating a sense of belonging and trust that keeps customers coming back for more.


The tangible metrics we have discussed above provide essential information on how to inspire the intangible feeling of loyalty in your customers.

Having loyal customers feels good. It builds momentum and positive energy---something every business can use.

Your next step is to choose relevant metrics, set up measurement and reporting, and make your first round of improvements!

Not a ConvertCalculator user yet? Check out how you can create surveys, tests, and quizzes to supply data for your customer loyalty metrics here.

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