9 Metrics to Measure Customer Loyalty


Sep 4, 2022


9 min read

Customer loyalty, often known as brand loyalty, is the outcome of maintaining good ties with your clientele. The more devoted a customer is to your brand, the less likely they are to switch to one of your competitors.

Strong customer loyalty correlates with increased customer retention, better new customer acquisition, and greater overall business success. In a nutshell, figuring out how to gain and use client loyalty is a potent growth strategy.

What Is Customer Loyalty?

Happy clients who prefer to buy from you again and again is what we call customer loyalty. After experiencing your brand positively on several occasions, a customer may become loyal.

What are the benefits of a devoted client base? A devoted patron is far more inclined to make more purchases. Further, they are:

  • Willing to try additional offerings from you. Willing to recommend your services to friends and family.
  • Customers are more receptive to providing feedback, forgiving when problems happen, and resistant to competing businesses’ marketing and sales tactics.
  • When consumers have a deep connection to a brand, they are more likely to recommend it to their friends and family and have more faith in the reliability of the brand overall.

Considering that repeat business from current clients is more reliable than that from new ones, this is crucial.

Is There A Way To Enhance Customer Loyalty?

Absolutely! Customers’ loyalty may be measured in a variety of methods, and if the correct ones have been found, they can be optimized.

In addition, putting the following tenets of client retention into practice will lead to unprecedented growth performance for your e-commerce organization.

  • Admit Your Clientele

Your clientele are starved for appreciation. Customers want to feel like your company cares about the same things that they do. Personalized messaging, bargains, discounts, and other incentives can help accomplish this goal to a great extent. If you give your clients the respect they deserve, you may…

  • Customer Rewards Programs

Customer loyalty is rewarded with rewards as a thank you for continuing to purchase from the company. Reward programs provide clients monetary or other significant benefits in exchange for their continued loyalty to your company. Rewards like “Coupon: $50 Off Your Next Purchase” have been shown to increase sales.

  • Presenting Offers That Are Actually Useful

Targeting your top consumers with pinpoint accuracy requires in-depth research and selected behavioral data points. As an example, let’s say you’ve noticed that a select group of clients tends to shop with you every winter. When the holiday season nears, it’s simple to interact with customers and offer them special discounts.

The Three R’s of Customer Loyalty

Take a look at the “three R’s of customer loyalty” to obtain a clear idea of customer loyalty and how to cultivate it. These considerations were first identified by marketing professional Paulo Claussen, Sr. Director of Loyalty at Michaels.*

  • Rewards: Customer loyalty should be rewarded at all times. Like the old-school punch cards, after buying ten meals, you get one for free. By making consumers happy when they use their incentives, you may increase their likelihood of returning.
  • Recognition: Personalized discounts and advocacy for shared values are two great ways to show your appreciation for loyal consumers and encourage them to return. Customer satisfaction and loyalty may be boosted by making them feel that they are a valued part of a supportive group.
  • Relevance: More knowledge about behavioral analytics is better in terms of relevance. With some careful tailoring and consistent follow-up, you can make your marketing really customer-focused.

Few Customer Loyalty Metrics

Although a loyalty program can simplify the process of gauging consumer loyalty, it is not required. It’s possible, after all, that you’ll want to evaluate whether or not a loyalty program is worthwhile before launching it. Several key indicators are included below.

Did you realize a 25%-95% boost in earnings is possible simply by retaining 5% more customers?

* Having loyal customers may be quite profitable. However, that begs the question: how?

Customer loyalty might be difficult to measure. Loyalty is an emotion, and it’s not always easy to turn qualitative evaluations like those into hard data.

Several measures exist that can help you obtain a clearer view of your consumers’ loyalty. Down below, we’ll discuss customer loyalty measures and how to put them to use.

1. First, the Enrollment Rate

The rate of enrollment is the first. There will be a gradual increase in the number of clients who become aware of your loyalty program. They will learn about it through the different distribution methods you choose. You’re going to sell your loyalty program to potential members by outlining all the perks they’ll receive as part of your membership. A membership is a membership, regardless of whether or not it costs anything. It’s like to joining a club; members should preferably apply to become part of the loyalty program. One indicator of success is the number of new members added to the loyalty program as a result of advertising and other efforts to convince consumers that they would benefit from becoming members. That being said, tracking the pace of new members joining is the first indicator of success. However, that isn’t enough by any means.

2. Rate of Activation and Engagement

Next, compare the percentage of active members to the percentage of total members. While a high enrollment rate may seem impressive, the true measure of success is members’ continued participation in the loyalty program once they’ve signed up. Who among you still remembers watching that show?

The average person joins over 20 different loyalty programs, but only uses three of them regularly. Members need to be actively involved in the group. You must find ways to occupy their time. Covering and incorporating the whole customer life cycle within the loyalty program is one of the few methods we recommend doing this. This isn’t just about the money changing hands. The totality of the customer’s experience is at stake. Your loyalty program’s engagement and activation rates can be improved by rewarding customers for their participation through a variety of touchpoints spread out over the course of their trip. That’s why we also pay careful attention to that measure and work hard to enhance it.

3. Rate of Repurchase

The rate at which customers come back to buy more is the third indicator. A negative churn also represents this one. How often consumers engage in what you deem a conversion relies on how you define that term and how you measure the success of your loyalty program over time.

If the conversion is a sale, then how frequently are they making purchases and how often do they return to make more purchases? How much less churn is there as a result of the continuity program, if any? Also, this is the reason why your turnover rate is negative. Another indicator of your program’s effectiveness is the rate at which customers come back for more. You should also make sure that your members have a greater rate of repeat purchases or repeat conversions than your non-members do, and that your churn rate for members is lower.

4. A Member’s Monthly Expenditures on Average

The average amount spent by each individual member is the fourth metric to analyze. Therefore, it’s not enough to just have your members make more purchases. It’s crucial, too, that people invest more money into repeat purchases from you. And it is taking into account or presuming that you have a program based on conversions. However, the length of time they remain with you is still a factor, even if the show is continuity-based. Which means that’s how we’ll be gauging success here. Thus, the performance of your loyalty program may be gauged by looking at metrics such as average expenditure or average membership duration.

5. The Value Over a Lifetime

Lifetime value is an excellent indicator of program performance since it considers not only how much money customers spend but also how often they buy and for how long they continue to use the program. As a result, we monitor and work to enhance the loyalty program based on the lifetime worth of the member.

The first five indicators are now widely used. We constantly broach the subject of them. You might have perhaps seen them somewhere else. There are five more indicators that are a little different from the previous ones, but we still use them to gauge the performance of your loyalty program.

6. Consistent Buyers Account for 6.0% of Business

The proportion of revenue that may be attributable to your dedicated customer base is the sixth most important metric. This is a crucial indicator to consider. In 2008, while the economy was in the middle of a slump in 2008, 2009, and 2010, 80% of Zappos’ sales came from their current client base. The number and proportion of sales that can be ascribed to your loyal clients is a wonderful indicator of the program’s performance. Whichever metric you choose to assess sales volume, please explain how that is growing as a percentage of total sales.

7. Members’ Rates of Organic Profitability

If your members are genuinely interested in your program and the rewards you offer, they will return to your website, app, and channels without any further enticement. There’s no way to attract them through sponsored search. They won’t be attracted to your email marketing campaigns. You won’t find them by looking around at other stores. Without any other motivation, they will return to your website, app, shops, or channels to make further purchases. That’s the natural method of doing it. You can tell that your customer loyalty program is succeeding if that metric is rising.

8. Decrease in Discount Rate, Number Eight

The decline in discount fees is the next crucial indicator. Sales are a route to rock bottom prices. Customers will be more likely to return if you offer discounts regularly. When you stop offering discounts, customers stop coming. This is a typical strategy in email marketing, and it is especially frequent among businesses who offer discounts or other incentives to members, customers, or email subscribers who repeatedly make purchases from them. People stop converting as frequently once you stop sending promotional emails. Loyalty programs are useful since they encourage customers to make purchases regardless of whether or not a discount is currently being offered. Members who are already committed to the brand are more likely to make repeat purchases.

Prime membership on Amazon is a prime example. No longer do you rummage around for the best deal. After using Prime for a while, your brain will automatically direct you to Amazon whenever you need to conduct a search, so you’ll never bother looking elsewhere for a better deal. One great indicator of a successful loyalty program is a gradual reduction in discounts as loyal customers continue to make purchases at full price.

9. Percentage of Customers Who Would Recommend Your Services

Your rate of advocacy or referrals is the next critical metric. What percentage of your best customers have brought in new ones through word of mouth? Do your most devoted consumers recommend your business to others, encouraging them to check it out and, perhaps, become members, buyers, or subscribers themselves? If so, it’s a sign that your rate of advocacy and referrals is increasing. That’s a fantastic indicator of how well your loyalty program is doing.

Make your customers more loyal by offering them prizes.

If you’ve read this far, you’re presumably hoping to find a way to boost client loyalty. Although there are several approaches to client retention that might help, a rewards program is the most efficient method of boosting customer loyalty.

You are well-equipped to begin turning your top consumers into loyal ones with the help of some terrific KPIs and a fantastic rewards program.