The Top Customer Success Metrics & KPIs for 2025

They say “if you can’t measure it, you can’t improve it”, and nowhere is that clearer than the art and science of customer success metrics.

Since the turn of the century, there has been a notable shift in company cultures all over the world. Where previously companies might have measured their teams on calls made, leads acquired, and emails sent, the focus now is on how a customer reacts, rather than what your sales agents do — you can think of it as a quality-over-quantity approach.

Customer success KPIs, or key performance indicators, are a business’sbusinesses’ best effort to get into the heads of their users. They allow us to spot patterns, identify blockers, and come up with strategies to meet users at their levels.

As we enter 2025, artificial intelligence has turned what was once guesswork into a hyper-efficient, data-driven science. Join us as we list 19 key business metrics for 2025 used by leading businesses today.

1. Customer health score

We’re starting our list of customer success metrics with the customer health score as it is arguably the most innovative metric compared to traditional mindsets. This method looks at whether your customers see value in your product, and can draw on how often they use the product or service, how much their bottom line has changed, and whether they are using it to its full potential. Generating a customer health score implicates a lot of work behind the scenes as well as frequent interaction with your customer’s business.

Start off by identifying which metrics relate to your service, for example, if you offer lead generation, you would prioritize the increase or decrease in your customer’s database, among others. Your customer health score is essentially the grade a customer achieves on an index based on your top metrics. Your customer success team can then check in every now and then to see how well they are progressing and offer solutions to any pain points.

AI-powered analytics have updated customer health scores by integrating various data sources, such as usage patterns, financial metrics, and sentiment analysis, to generate holistic and actionable health scores. Additionally, these tools have automated alerts so you can see when you pass thresholds and take appropriate action.

2. Net promoter score

A Net Promoter Score (NPS) is among the most common customer success metrics for companies. Using a feedback form, you give your customers a chance to rate your service with a written explanation to go with it. Keep it short and sweet with a “how likely are you to recommend our service” and you can get an accurate idea of your reach. Your Net Promoter Score lets you quickly and easily analyze your customers’ experience with you and identify areas for improvement.

Boosting your NPS is more than just providing a solution or removing a pain point. To really get people talking, your sales agents need a close working relationship with their clients with an attitude that is worth recommending.

3. Customer advocacy rate

Building on your NPS, your customer advocacy rate shows you how many of your customers are not only satisfied with your service but actively promoting your brand to others. Advocacy goes beyond loyalty — it’s a reflection of trust and enthusiasm and turns your customers into your most powerful marketers.

To calculate these customer success metrics, track the number of customers who refer others, write reviews, or share positive feedback about your brand, then compare it to your overall customer base. A high advocacy rate means your business is building genuine relationships and creating exceptional experiences worth sharing, which is a win-win.

However, to hit the dizzy heights of an industry-leading customer advocacy rate, you need to go well above and beyond expectations. Focus on delighting your customers through personalized service, proactive engagement, and memorable interactions. Every advocate represents a ripple effect of trust, amplifying your reach and building long-term success organically. After all, a recommendation from a happy customer is worth more than any ad campaign.

4. Customer satisfaction score (CSAT)

Something that can be used in conjunction with your net promoter score is your customer satisfaction score (CSAT). It works in much the same way, with each user filling in a form to provide a rating. The only difference is that rather than rating how likely they would be to recommend your company, they only focus on their own experience with you. You can collect your customer satisfaction metrics with little effort by including forms in your sales workflows.

This way, you’ll never skip the step and all your results will be compiled in your customer relationship management (CRM) system. The calculations are pretty simple here. Set a metric for a positive score, and divide those scores by the total number of form submissions. Then you just need to multiply that number by 100 to get your percentage. For example, if you have 35 positive scores from a total of 50, your CSAT is 70% (35/50 = .70 x 100 = 70%).

Recently, we’ve seen companies go beyond customer satisfaction to implement Customer Engagement Scores (CES). These customer success metrics track behavior such as login frequency, time spent using the product, and participation in support or training sessions. These insights allow you to improve their success with your product or service, which translates into high satisfaction.

5. Qualitative customer feedback

One of the most detailed client success metrics, qualitative customer feedback, helps you get a deep understanding of each customer’s own experience. You can customize your forms to focus on exactly what your company needs. For example, if you’ve recently launched a new call center, you can get opinions on how friendly the service is or how easy it is to use. When you ask customers for their feedback, you’re doing more than simply improving your service.

Everybody wants to feel heard and by giving clients the opportunity to voice their opinions, you can improve your relationship with them while you tweak your strategy for the future. Qualitative customer feedback needs to go into the fine details, so you can even set up in-person meetings or events with your customers to get a clear picture of their feelings. Remember not just to focus on your product and service, but cover as many aspects of your company as possible — you might have turned a blind eye to the one thing holding you back.

Natural language processing (NLP) tools are transforming qualitative feedback by automating the analysis of open-ended responses at scale. AI platforms respond to queries to a human-like level, analyze sentiment, and update their responses for future interactions, enabling faster and more accurate resolutions.

6. Customer churn rate

Converting your customers in is one thing, but if you quickly lose them, all that effort was for nothing. A customer churn rate refers to how many contacts begin or cancel their communication with you over a period of time that you select. A low churn rate is a sign of healthy business relationships and a product that lives up to the hype, while a high rate suggests customers often become disillusioned with your service.

To measure your churn rate, you’ll need a good customer relationship management tool with analytics. Set a timeline that you want to analyze, then divide the number of contacts you’ve added to or lost from your database (churned) by the number at the start of your timeframe and multiply it by 100.

For example, if you have 1000 customers on January 1 and you’ve added 300 by December 31, your churn rate is 30% (300/1000 = 0.3 X 100 = 30%. Tools like Bitrix24’s CRM let you analyze even further. You can segregate your data by sales agent to pinpoint where you need to improve.

Machine learning predictive models now allow businesses to hone in on customer success metrics that spot users at risk of churning before they leave. They map out common factors behind users leaving your company so you can embark on personalized retention strategies, address any concerns, and keep that churn low.

7. Monthly recurring revenue (MRR)

It’s great to have an idea of how many customers you have per month, but that doesn’t necessarily tell you whether they have a positive impact on your business or not. Using monthly recurring revenue (MRR) as one of your customer success KPIs, you can measure how much your users are spending at your business. Perfect for SaaS businesses, or anything subscription-based, you can analyze your success on how many of your clients choose your premium packages for their subscription.

However, you can also take things further by calculating your expansion MMR, which identifies how much your customers spend outside of their recurring subscriptions. A few extras can bring in a great amount of revenue, but be careful — too many additional costs can be off-putting. To get your MMR figures, head to your CRM and multiply your number of users by their average monthly spend. For your expansion MMR, simply add up all your revenue from extras and multiply it by the number of your customers.

8. Customer lifetime value (CLV)

By calculating your average customer lifetime value (CLV), you can plan for the future based on data-driven predictions. Working out your CLV is pretty simple: 1. Identify your average purchase value and multiply it by how often a purchase is made. 2. Multiply the previous result by your average customer lifespan. For example, if your average purchase value is $100 and that is made on a monthly basis for 5 years, your CLV is $6000 ($100 X 5 X 12).

Once you have run your calculations, you can compare the changes in your expected CLV year on year or month on month to evaluate whether your techniques are working. If your CLV is decreasing, combine it with other customer success metrics like your qualitative customer feedback to identify and improve your weak points. As a reliable revenue forecast, you can also use your CLV to make predictions for your shareholders.

9. Customer retention cost (CRC)

As a business, your bottom line doesn’t just depend on the revenue you bring in. There are all kinds of extra expenses and overheads that you need to take into account to run a tight ship. Customer retention KPIs are among the most important customer success metrics in this regard as you can see whether your customer success efforts are profitable.

To calculate your CRC, first, you need to add up everything you incur in attracting and retaining customers, from your payroll and CRM and communications software to engagement events and training. Then take that grand total and divide it by the number of customers on your database. If your average customer retention cost is higher than your monthly recurring revenue, you’re making a loss, so it’s time to make a change.

Customer retention KPIs help you identify where your resources are being used effectively and where they may be falling short. By analyzing these metrics alongside the context of your internal performance analytics, you can pinpoint areas where costs can be optimized, such as automating processes, reallocating budgets, or focusing on high-impact engagement strategies.

10. First response time

With quick, reliable customer service high on the list of priorities for most clients, your first response time is one of the most effective customer success metrics, which measures how quickly your team responds to inquiries or issues. A swift initial response signals professionalism, attentiveness, and reliability, while delays can leave customers feeling undervalued and frustrated.

Tracking this metric is as easy as calculating the average time your team takes to acknowledge customer requests after they’re submitted. With a multi-channel contact center, you can check response times across channels such as email, chat, or phone to get a holistic view of your response performance.

Improving first response time fosters is great for the individual customer, but it also helps to strengthen your brand. One of the leading causes of online complaints is slow response time, so earning a reputation for speed is a competitive advantage. Even if the issue cannot be resolved immediately, letting customers know you’re working on their request reassures them of your commitment to their satisfaction.

11. First contact resolution rate

Response time is important, but what your customers really want is a resolution. People want to know that when they reach out to you, they can have any issues fixed quickly and reliably so they can get back to what is important to them. Measure your first contact resolution rate by dividing the number of tickets closed after one interaction by the entire number of tickets received.

To get these customer success metrics, you’ll need an efficient ticketing system to work in tandem with your helpdesk. Here you’ll be able to sort and store incoming requests and analyze the outcomes of each ticket. Effective responses are not only beneficial for your customers. By keeping your backlog of tasks under control, you’ll lower stress on your team and provide a better service to your customers.

AI-driven chatbots and automated workflows are enhancing first contact resolution rates by working 24/7 as your first line of defense. They can respond to requests, offer supplementary materials, and pass inquiries up the chain of command in an instant. These technologies free up human agents to focus on more complex issues, which improves the overall service quality and customer satisfaction.

12. Renewal rate

In an ideal world, you’d be able to create one subscription model that would keep every customer happy for a lifetime. Unfortunately, no such system has yet been found, and one of the best customer success metrics to measure how long your clients are willing to stick it out with you is your renewal rate. You can get this number by dividing the number of customers who renewed their subscription by those who had the option to, then multiply that number by 100.

In figures, if you have 75 active customers, but only 24 renew, you’ve got a renewal rate of 32% (75/24 = .32 X 100 = 32%). If 32% seems too low, something is wrong with your customer success approach. A poor rate will affect other metrics, such as your customer lifetime value, so work on what is causing customers to drop off and strengthen that area.

Using similar tech to the algorithms reducing churn rates, predictive analytics can alert you about customers at risk of non-renewal and engage them proactively.

13. Lead response time

Lead response time measures the time your team takes to respond to a new lead, and it plays a crucial role in determining conversion rates. When a lead shows interest in your product or service, they are most engaged during the first few minutes. Smart sales management recommends a quick response during this window, significantly increasing the likelihood of conversion, while delays can result in the lead losing interest or turning to a competitor.

To calculate your lead response time, track the duration between when a lead first contacts your team and when they receive their initial response. A shorter lead response time demonstrates efficiency and attentiveness, both of which positively impact your brand image.

With automation and analytics tools, you can reduce response times by assigning leads to available agents immediately, rather than passing them through a manual workflow. Regular monitoring of your lead response time can reveal sticking points, which you can target to keep response times at optimal levels.

14. Sales pipeline velocity

Sales pipeline velocity is all about how quickly opportunities move through your sales funnel, which gives a clear view of your team’s efficiency. It helps uncover bottlenecks that could slow down deals and identifies areas for improvement to keep that potential revenue flowing through your pipeline.

You can find your sales pipeline velocity, by multiplying the number of qualified opportunities by the average deal value and win rate, then dividing by the average time it takes to close a deal. A high velocity indicates that your team is converting leads efficiently, while a low velocity signals areas where processes or touchpoints might need optimization.

With a closer look, you can break down these customer success metrics by stages or representatives to pinpoint specific issues. By addressing these, whether through improved tools, better training, or streamlined workflows, you empower your team to drive deals forward faster and meet revenue targets more reliably.

15. Upsell and cross-sell rates

Upsell and cross-sell rates reveal the success of your efforts to encourage customers to purchase additional products or upgrade existing services. These customer success metrics are crucial indicators of how well your team identifies and capitalizes on opportunities to drive revenue growth from your existing customer base.

Upsell rates come from dividing the number of customers who upgraded by the total number of customers. For cross-sell rates, track the percentage of customers purchasing complementary products. High rates reflect that your team understands customer needs and effectively demonstrates the value of additional offerings.

Focusing on upsell and cross-sell strategies increases the lifetime value and gives you a better understanding of your customers’ behavior. Therefore, offering tailored recommendations based on customer preferences and usage patterns builds trust while boosting revenue. These practices also show your commitment to helping customers achieve their goals.

16. Customer effort score (CES)

Customer effort score (CES) is a variant of customer success that evaluates how easy it is for your customers to interact with your business — particularly when solving a problem or completing a task. It identifies friction points in the customer journey, with a higher effort score often correlating with dissatisfaction and decreased loyalty.

To measure CES, ask customers to rate their experience with a specific interaction, such as resolving a support issue, on a scale from "very easy" to "very difficult." This feedback will point you to the most tricky parts of your process and help you set priorities for adjustments in strategy and improvements to your customer success metrics.

People are too busy to spend time working out how to use apps, products, and services. Reducing customer effort enhances the overall experience, making it more enjoyable to engage with your business. A low-effort interaction will help to build a reputation for convenience and efficiency, leaving customers more likely to remain loyal and recommend your brand.

17. Average revenue per user (ARPU)

Average revenue per user (ARPU) helps you understand how much revenue each customer contributes to your business. It’s a micro-level indicator of your overall profitability and the effectiveness of your pricing strategies so you can analyze how well your offerings match up to the customer value.

You can find your ARPU customer success metrics by dividing your total revenue by the number of active users over a given period. This straightforward metric allows you to work on a small scale to make improvements and find opportunities for growth. Small changes on the individual level will multiply up to make a significant difference when rolled out across all your users.

Tracking ARPU over time allows you to spot trends and make data-driven decisions to enhance profitability. Are customers upgrading to premium tiers? Are new offerings resonating with your audience? By diving into these questions, you’ll uncover actionable insights to tailor your approach so your business can continue to grow sustainably while delivering value to your customers.

18. Deal win-loss ratio

A deal win-loss ratio compares the number of successful deals closed to those lost and is a perfect representation of your hit rate. It helps you identify patterns, pay attention to where you’re going wrong, and fine-tune your aim and team performance.

To calculate the deal win-loss ratio, take the number of deals won, divide it by the total number of deals, and express it as a percentage. A high win rate means your team is meeting customer needs throughout the sales pipeline, while a lower rate suggests you need to make a few improvements.

By analyzing the reasons behind lost deals — whether it’s pricing, competition, or misalignment with customer expectations — you can gradually improve your approach. Take action on these insights by empowering your team with better training, tools, and tactics so they’re fully equipped to convert opportunities into wins. Tracking this metric over time ensures your sales efforts stay agile, responsive, and aligned with market demands.

19: Customer support ticket volume

Customer support ticket volume is one of the easiest customer success metrics to measure and there are a whole host of ways to improve it. It represents the number of inquiries, issues, or requests submitted by customers over a specific period. Luckily, any customer support software will capture this data and display it on reports over a given period of time.

If you’re an optimist, a higher volume might indicate engagement, but it could also reveal recurring pain points or inefficiencies in your product or service. To leverage this metric effectively, categorize tickets by type and frequency, then analyze patterns to uncover underlying issues. A spike in tickets related to a specific feature, for example, may signal a usability problem or a gap in user education.

In the short term, you could hire extra temporary team members to get through busy periods. However, at some point, you’ll need to address the root causes if you want to enhance the customer experience and reduce the need for repeated support. This improves your customer satisfaction metrics in a more sustainable way but also frees up your team to focus on more complex and impactful queries for more efficient operations.

Consolidate your customer success metrics onto one powerful platform

It’s no surprise that companies are creating customer success teams at a rapid rate — your customer’s success is your own success. These key business metrics for 2025 allow businesses to be far more agile in their service and support, which is a major competitive edge well worth exploring.

Using them wisely gives you a bird’s-eye view of your users’ and your team’s performance, but when you need to take action, you have to have the right tools to succeed.

Bitrix24 comes with a full suite of tools for you to monitor customer success KPIs:

• A powerful, multi-channel CRM: Track and manage customer interactions, monitor lead response times, and gain insights into customer retention KPIs with ease.

• Advanced analytics: Generate detailed reports on elements like customer satisfaction metrics, churn rate, and average revenue per user, all from a single dashboard.

• Automated workflows: Streamline processes such as ticket management and follow-ups to reduce customer effort and improve response times.

• Collaboration tools: Enhance communication within your customer success team to address issues proactively and boost efficiency.

• Customizable dashboards: Visualize the metrics that matter most to your business, ensuring a clear focus on driving customer satisfaction and loyalty.

Ready to take control and improve your client relationships? Sign up for Bitrix24 today for free.

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