Key figure: Repeat purchase rate
This metric indicates how many customers have made repeat purchases within a specific period.
A high repurchase rate signals strong customer loyalty.
Formula:
Repurchase rate = (number of returning customers / total number of customers) × 100
Key figure: Customer Lifetime Value (CLV)
CLV measures the expected revenue that a customer will generate over the course of their relationship with the company.
A high CLV indicates loyal, profitable customers.
Influencing factors:
Purchase frequency, average order value, and customer retention period.
Key figure: Net Promoter Score (NPS)
The NPS measures the likelihood that customers would recommend a company to others.
It provides information about emotional loyalty and satisfaction.
0–6: Detractors
7–8: Passive
9–10: Promoters
Formula:
NPS = % promoters – % detractors
Key figure: Customer retention rate
This KPI shows how well a company can retain its customers over a defined period of time.
Formula:
((Number of customers at the end of the period – new customers during the period) / customers at the beginning of the period) × 100
Key figure: Churn rate
This measures the proportion of customers who leave within a given period.
A low churn rate is a positive sign of customer loyalty.
Formula:
Churn rate = (number of customers lost / total number of customers at the beginning) × 100
Key figure: Customer engagement score
This score is based on customer interactions with the company, such as website visits, app usage, participation in surveys, or customer programs.
Conclusion
Customer loyalty is not a matter of chance, but rather the result of targeted measures—and their success can be measured.
KPIs such as repurchase rate, CLV, NPS, and retention rate provide companies with valuable insights into the behavior and loyalty of their customers.
The correct interpretation and linking of these key figures make it possible to strengthen customer relationships, plan targeted marketing measures, and ultimately increase profitability in the long term.
Those who know their customer loyalty can invest in it in a targeted manner – and gain not only loyal customers, but also a decisive competitive advantage.
