CRM Analytics and Performance Measurement
The metric set
Financial: CLV, CAC, CAC payback period, revenue per account. Retention: churn rate, retention rate, repeat purchase rate. Experience: CSAT, NPS, Customer Effort Score. Operations: first contact resolution (FCR), average handling time (AHT), SLA compliance, abandonment rate, backlog. Commercial: conversion rate, weighted pipeline, attach rate.
Calculating the key ones
- NPS = % promoters (9–10) − % detractors (0–6); passives (7–8) are excluded.
- Churn = customers lost ÷ customers at start × 100; average customer life ≈ 1 ÷ churn rate for the same period.
- FCR = queries resolved on first contact ÷ total queries × 100.
Worked example
A survey of 200 customers returns 90 promoters, 50 passives and 60 detractors. Promoters = 45%, detractors = 30%, so NPS = +15. Last quarter it was +5, an improvement of 10 points. Separately, monthly churn of 8% means retention of 92% and an average life of about 12.5 months - which is why small churn changes move CLV sharply.
Traps
- Averaging NPS scores across branches instead of recomputing from raw counts.
- Using AHT alone as a productivity target; it pushes agents to rush and drives repeat contacts.
- Reporting a 30-response survey as a company-wide trend.
- Confusing CSAT (a transaction) with NPS (relationship and advocacy).