Which CX KPIs should organizations track?

Which customer experience KPIs should my organization track?

Tracking customer experience KPIs isn’t optional for companies seeking any sort of a competitive advantage in their industry. To truly lead in your market, you’ll need to measure what matters most to your customers and act on it with precision.

Let’s explore a few of the most important customer experience KPIs to track.

1. Net Promoter Score (NPS)

Net Promoter Score (NPS) is one of the most widely used customer experience metrics for measuring customer loyalty and satisfaction. It’s based on a simple but powerful question: "How likely are you to recommend our company to a friend or colleague?" Customers respond on a scale from 0 to 10, and are categorized as Promoters (9–10), Passives (7–8), or Detractors (0–6).

NPS is important because it directly correlates with business growth: companies with higher NPS scores typically enjoy stronger word-of-mouth referrals, greater customer retention, and a more resilient brand reputation.

To calculate Net Promoter Score (NPS), follow these steps:

1. Survey your customers by asking: "On a scale of 0–10, how likely are you to recommend our company to a friend or colleague?"
2. Group the responses:
   • Promoters (score 9–10)
   • Passives (score 7–8)
   • Detractors (score 0–6)

Apply the formula:

NPS = % of Promoters – % of Detractors
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For example, if 60% of your customers are Promoters and 20% are Detractors, your NPS would be 40.

2. Customer satisfaction score (CSAT)

Customer Satisfaction Score (CSAT) measures how happy customers are with a specific interaction, product, or service, usually through a simple survey asking them to rate their satisfaction on a scale (such as 1–5 or 1–10). It provides immediate, focused feedback that helps organizations quickly identify what’s working and what needs improvement at key moments in the customer journey.

CSAT captures real-time customer sentiment, allowing businesses to address issues before they escalate and strengthen customer relationships through timely action. High CSAT scores often correlate with increased loyalty, positive word-of-mouth, and higher customer lifetime value.

Here’s how to calculate CSAT:

1. Survey customers after a specific interaction, asking them to rate their satisfaction (typically on a scale like 1–5 or 1–10).
2. Identify the number of satisfied responses—these are usually the ratings of 4 or 5 on a 5-point scale (or 8, 9, and 10 on a 10-point scale).

Use the formula:

‍CSAT (%) = (Number of satisfied responses ÷ Total number of responses) × 100
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‍For example, if 80 out of 100 customers rate their experience as satisfied or very satisfied, your CSAT score would be 80%.

3. Conversion rate

Conversion rate measures the percentage of customers who complete a desired action—such as making a purchase, signing up for a service, or requesting more information—out of the total number of visitors or interactions. It directly reflects how effectively your customer experience moves people from interest to action.

A strong conversion rate indicates that your website, sales process, or service journey is clear, persuasive, and aligned with customer needs, while a low rate can signal friction points or gaps in trust.

Tracking conversion rate is fairly simple:

1. Identify the number of conversions (e.g., purchases, sign-ups, form submissions) over a set period.
2. Divide the number of conversions by the total number of visitors or interactions.

Use the formula:

‍Conversion Rate (%) = (Number of conversions ÷ Total number of visitors) × 100
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‍For example, if you had 50 purchases from 1,000 website visitors, your conversion rate would be 5%.

4. Customer effort score (CES)

Customer Effort Score (CES) measures how easy it is for customers to complete an interaction or resolve an issue with your company, typically by asking them to rate the effort required on a simple scale. Research shows that minimizing customer effort is one of the strongest predictors of loyalty. Customers are far more likely to stick with a brand that makes things simple and hassle-free. High effort experiences, on the other hand, often lead to frustration, churn, and negative word-of-mouth.

Here’s a simple way to track CES:

1. Survey customers after an interaction by asking a question like: "How easy was it to resolve your issue?" with responses on a scale (typically 1–5 or 1–7, where lower numbers mean high effort and higher numbers mean low effort).
2. Calculate the average score by adding all customer responses and dividing by the number of respondents.

Use the formula:
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‍CES = (Sum of all customer effort ratings) ÷ (Total number of responses)
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‍For example, if five customers gave scores of 5, 6, 7, 5, and 6 on a 7-point scale, your CES would be 5.8.

5. Customer retention rate

Customer retention rate measures the percentage of customers a company successfully keeps over a specific period, reflecting how well it maintains strong, ongoing relationships. It’s a critical CX KPI because retaining existing customers is often far more cost-effective than acquiring new ones—and loyal customers tend to spend more, refer others, and contribute to stable, predictable revenue. A high retention rate signals that your customer experience efforts are building trust, satisfaction, and long-term loyalty, while a declining rate can be an early warning sign of deeper service or product issues.

To calculate Customer Retention Rate, follow these steps:

1. Identify three numbers for a specific time period:
   • S = Number of customers at the start of the period
   • E = Number of customers at the end of the period
   • N = Number of new customers acquired during the period

Use the formula:
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‍CRR (%) = [(E – N) ÷ S] × 100
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‍For example, if you started with 200 customers, ended with 230, and gained 50 new customers during the period, your retention rate would be (230 – 50) ÷ 200 × 100 = 90%.

6. Customer churn rate

Customer churn rate measures the percentage of customers who stop doing business with a company over a given time period, providing a direct indicator of customer dissatisfaction or disengagement. A high churn often signals underlying problems with product quality, service experience, or customer support. Addressing these issues quickly is critical for maintaining profitability over time. Monitoring churn also helps organizations understand why customers are leaving and implement strategies to improve retention.

Here’s how you can calculate, and monitor, customer churn rate:

1. Identify the number of customers lost during a specific time period.
2. Divide that number by the total number of customers at the start of the same period.

Use the formula:
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‍Churn Rate (%) = (Number of customers lost ÷ Number of customers at the start of the period) × 100
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‍For example, if you started with 500 customers and lost 25 during the quarter, your churn rate would be (25 ÷ 500) × 100 = 5%.

7. Customer lifetime value (CLV)

Customer Lifetime Value (CLV) estimates the total revenue a business can expect from a single customer throughout their entire relationship with the brand. It highlights the long-term financial impact of acquiring and retaining customers, not just the value of individual transactions. A higher CLV often indicates strong customer satisfaction, loyalty, and effective engagement strategies, while a lower CLV can signal missed opportunities for deeper relationships.

Here’s an easy to way to calculate CLV:

1. Identify three key numbers:
   • Average Purchase Value = Total revenue ÷ Number of purchases
   • Purchase Frequency = Number of purchases ÷ Number of customers
   • Customer Lifespan = Average number of years a customer continues buying from you

Use the formula:
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‍CLV = Average Purchase Value × Purchase Frequency × Customer Lifespan
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‍For example, if a customer spends an average of $50 per purchase, buys four times a year, and stays with your company for 5 years, their CLV would be $50 × 4 × 5 = $1,000.

8. Average resolution time

Average Resolution Time measures the average amount of time it takes for a customer support team to fully resolve a customer issue from the moment it is reported. Long resolution times can signal inefficiencies in processes, communication gaps, or resource shortages that negatively impact the overall customer experience. Faster resolution often leads to higher customer satisfaction and reduced frustration—both contributing to stronger brand loyalty.

Here’s one of the best ways to track average resolution time:

1. Add up the total time spent resolving all customer issues during a specific period.
2. Divide that total by the number of resolved cases.

Use the formula:
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‍Average Resolution Time = Total resolution time for all cases ÷ Number of resolved cases
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‍For example, if your support team spent 500 hours resolving 200 customer cases in a month, your average resolution time would be 500 ÷ 200 = 2.5 hours per case.

Transform your customer-facing contact center behind the right CX KPIs.

Even if you’re not using a cloud-based contact center solution to manage customer interactions, it’s important to track CX KPIs over time. Regular customer KPI measurement helps you spot trends and prioritize improvements before small issues become major problems. Consistently tracking CX data ensures your organization stays aligned with customer expectations and can adapt quickly to changing needs.

Proactive customer experience KPI monitoring also helps leading organizations turn their contact center into a profit center. Behind cloud-based scalability and AI-driven re-engagement, teams can uncover new revenue opportunities through smarter customer interactions.

The combined expertise of Zennify and Terazo is already helping leading companies unlock the strategy behind their customer information. Together, Zennify and Terazo are redefining data-driven customer experience, directly addressing data challenges in regulated industries like financial services and healthcare.

Connect with our data team to learn more about how your organization can spend less time collecting data and more time learning from it.