10 Top Customer Success Metrics You Should Track in 2025

In today’s competitive market, providing exceptional customer service is critical to retaining and growing your customer base. The right metrics make all the difference and guide you every step of the way. Here are the essential customer success metrics for marketers in 2025.

Customer success metrics show how well a company is helping its customers succeed. They go beyond the numbers – they show customer satisfaction, loyalty, and the actual value delivered by the company. By tracking these key indicators, companies can see what’s working, fix pain points, and create a smoother, more satisfying customer experience. As a result, they can reinforce relationships, increase retention, and drive sustainable growth.

There are plenty of customer success metrics to choose from! 

Most of us asked “how to effectively choose the right customer success metrics” and “how to tailor these indicators to our industry and unique goals.”

I’ve compiled 10 key indicators in this article that measure customer success like a pro. Whether you’re a startup or a large enterprise, mastering these metrics is essential to increasing loyal customers and boosting revenue.

PS. There are also special parts for SaaS companies that require a slightly different approach.

Let’s dive into essential customer success metrics!

Key Customer Success Metrics to track:

01 Customer satisfaction score (CSAT)

When we talk about customer success metrics, it ultimately comes down to customer satisfaction scores. This metric allows you to measure customer satisfaction with a particular interaction, product, or service. 

It’s expressed in percentages, and the principle is simple: The higher the percentage, the higher the customer satisfaction. 

💪 How this helps me:

• Provides quick and straightforward customer feedback.
• Assess the level of satisfaction quickly.
• Identificar áreas de mejora.

📊 How to measure it:

What’s the best way to measure customer satisfaction score? 

Simple—ask them!

“How satisfied are you with your experience with our company today?”

Customers typically respond using a Likert scale—from 1 (very dissatisfied) to 5 (very satisfied).

If you offer a specific product, it’s worth complementing your survey with the Product Satisfaction Score (PSAT), which means asking customers about their satisfaction with the product.

Tips:

• Keep it short and to the point: Don’t overwhelm your customers—ensure the questions are simple and clear and encourage a response.
• Pick the right moment: Ideally, ask for feedback at the end of the interaction or shortly after purchase, when their opinion is still fresh.
• Maintain balance: No one likes to answer the same question repeatedly, right? Avoid asking too frequently to prevent survey fatigue and respect your customers’ time.

02 El volumen de menciones

I suspect that this indicator isn’t always obvious, which is a shame!

After all, if people are talking about something, it means it matters to them—it sparks emotions and engagement!

The same applies when they mention your brand, product, or service.

En volumen de menciones reflects how often people discuss or reference your brand, giving you valuable insight into your notoriedad de marca, interest, and engagement.

💪 How this helps me:

• Understand the Context – Analyze where and how people mention my brand to gain deeper insights into customer perception.
• Measure Brand Visibility – Assess my presencia de marca within niche and market to evaluate the effectiveness of strategies.
• Track Brand Position & Competitor Insights – Compare the brand’s mentions with competitors to identify strengths, weaknesses, and opportunities for growth.

📊 How to measure it:

Manually tracking all brand mentions is nearly impossible, especially with a large and active audience.

Por eso el uso de herramientas de seguimiento de medios is the smart approach. These tools automatically collect all mentions, analyze them, and provide key insights about your audience.

With so many options available, it’s essential to choose a tool that:

• Covers all key social and non-social channels
• Uses Inteligencia artificial analysis for faster, more accurate insights
• Helps you track trends, sentiment, and audience engagement effectively

All of this I found here!

The graph illustrates how the volume of mentions has shifted over the past 30 days.

One thing I like the most about Brand24 is its Events Detector, which makes it easy to spot sudden spikes or drops in mentions. This is especially useful for monitoring customer feedback during new campaigns, product launches, or other key events.

Just click on the exclamation mark on the diagram, and you can see what caused the anomaly.

03 Net Promoter Score (NPS)

Also known as a customer loyalty survey.

Word of mouth is one of the most effective marketing tactics.

After all, it’s well-known that recommendations from friends or family carry more weight than any advertisement—something studies consistently show.

That’s why focusing on customer success is so crucial. It maintains relationships with existing customers and creates brand advocates who spread positive word of mouth.

💪 How this helps me:

• Measure customer loyalty – determines how likely customers are to recommend my business.
• Identificar los puntos fuertes y débiles – Easily spot areas for improvement.
• Benchmark performance – Compare my NPS to industry standards or over time to track progress and stay competitive.

📊 How to measure it:

Simplicity is key.

Once again, just ask your customers!

“On a scale of 0 to 10, how likely are you to recommend our company/service/product to a friend?”

As you can see, the scale is different—not 5, but 10. 

¿Por qué? 

Because the answers fall into three categories:

• Promoters (9-10): Loyal enthusiasts who will keep buying and referring others.
• Passives (7-8): Satisfied but not enthusiastic customers vulnerable to competitive offerings.
• Detractors (0-6): Unhappy customers who could damage your brand through negative word of mouth.

04 Tasa de rotación

Let’s be honest – it’s natural for customers to look for new options and sometimes abandon a product or service. 

That’s why calculating customer churn rates is key to keeping your finger on the pulse and catching early signs of changes in customer behavior. 

After all, preventing problems before they occur is always better, especially regarding customer success. 

So, if you notice a steady increase in customer rejections, take this as a wake-up call to review your customer engagement strategy. 

💪 How this helps me:

• Identifying trends: An increasing churn rate signals that something in service or support needs attention.
• Improving retention: By enhancing onboarding, support, or the product, I can reduce churn and satisfy more customers.
• Monitoring the customer base: Understand customer behavior and adjust my approach to meet KPIs for success.

📊 How to measure it:

That might look scary, especially with the formula. But I promise it’s not! 

First, I always determine the period I want to measure the churn rate: monthly, quarterly, or annually. 

Then, I counted the number of customers who stopped using the product or service during that period and compared it to the total number of customers at the beginning. 

Having all this data, I simply use this formula:

And voila! Now, I can track my churn rate to monitor customer retention and spot trends for better engagement.

While a zero churn rate is unrealistic, aiming for a low churn rate helps improve customer relationships and provides insights to reduce turnover.

05 Social media & Non-social reach

Every post you publish online is like tipping over the first domino.

A gentle push and the reaction spreads further, touching more and more people.

Social media reach measures how far that reaction travels and how many “domino pieces” you knock over. This simply shows how many unique viewers have seen your content.

But don’t limit yourself to just one line of dominoes. Non-social media reach is like setting up a track that goes through different “rooms”—websites, email newsletters, press releases, podcasts, and forums.

By tracking these marketing metrics across all these channels, customer success managers can check whether their content creates a domino effect or if the dominoes only fall at the beginning, followed by silence.

Monitoring both social and non-social reach is not an obvious customer success metric, even if they are so powerful. 

💪 How this helps me:

• Spot Active Users: On or off social media – so my efforts hit the right target.
• Turn reach into satisfaction: The greater the reach, the better the chances of converting passive viewers into satisfied customers.

📊 How to measure it:

I hope no one is doing this manually nowadays—it’s just a waste of time!

Social media reach is easy to find in each native platform’s analytics panel. The bigger challenge is non-social media reach.

Tracking all the forums, podcasts, or blogs would be nearly impossible without the help of advanced tools.

However, you should also compare results over time to track changes in your social and non-social reach. This helps you identify trends, measure the impact of your strategies, and adjust your approach for better engagement and visibility. 

06 Sentiment Analysis

Now, when we’re talking about collecting mentions, we can’t overlook análisis de opiniones.

This means that once you have all the mentions across social and non-social channels, it’s crucial to understand how people talk about you and their emotions. 

Are they positive, neutral, or negative? This insight is invaluable for shaping your strategy and monitoring important customer success KPIs.

💪 How this helps me:

• Understanding audience: Their needs and expectations, which is key to effective customer success metrics.
• Crisis management: Respond to potential crises early, protecting customer satisfaction and reputación de marca.
• Strengthen market position: Addressing concerns before they escalate shows customers I’m listening, which is a win for customer success strategy.

📊 How to measure it:

• Valuable customer feedback: Surveys, reviews, or qualitative customer feedback that help measure customer satisfaction.
• Tool-based analysis: Utilize herramientas de análisis de opiniones to track emotions and sentiment in mentions.
• Word of mouth: Listen to what people say in conversations, reviews, and mentions—this is essential for gathering quality customer feedback.

By integrating sentiment analysis with customer success metrics, I increased customer success and, more importantly, built a strong, engaged community. 

Here, I see the overall sentiment chart.

However, I will conduct an in-depth sentiment analysis across each social media platform for a deeper analysis. This helps me identify weak spots, improve customer satisfaction, and react quickly whenever a crisis arises.

07 Customer Health Score 

En Customer Health Score (CHS) is one of the most essential key customer success metrics. It helps me predict a customer’s situation, overall customer engagement, satisfaction, and likelihood of retention. 

I have found this especially useful for identifying at-risk customers before they churn and spotting upselling or expansion opportunities among satisfied customers.

💪 How this helps me:

• Retain more customers: Detect disengaged customers early so the support team can take action before they leave.
• Improve customer support: High support inquiries can indicate customer health issues.
• Maximize growth opportunities: Customers with a high health score are more likely to upgrade, making upsells easier.

📊 How to measure it:

Start by defining what “healthy” means and setting benchmarks for satisfaction and engagement. 

Next, establish key productivity indicators. The customer health score varies by industry, and its calculation depends on the customer behavior indicators that have shown the most value. 

But there are also metrics common to calculating customer health scores used for everyone, like:

• Product usage & engagement
• Customer feedback, & Net Promoter score
• Website Activity
• Customer Support Inquiries
• Product updates and renewals
• Community participation

Now, create a scoring system by assigning weighted values to different metrics, categorizing customers as Healthy, At-Risk, or Critical. 

After all those steps, you can visualize CHS through dashboards and essentials and set up alerts for declining scores. 

Measuring a Customer Health Score is a process that’s well worth applying! By tracking and optimizing CHS, you gain deeper insights into customer engagement, identify risks early, and uncover growth opportunities, leading to stronger retention and long-term success.

08 Customer Retention Rate 

Focusing on your customer retention rate is a smart move if you’re looking to boost your customer success metrics.

It’s one of the most fundamental customer success metrics, showcasing how well you meet customer needs and keep active customers engaged. 

A low retention rate often signals issues in the customer experience, such as low engagement, unmet expectations, or a lack of adequate support.

By measuring and improving your customer retention rate, you’re reducing your customer retention cost (the expense of losing customers and acquiring new ones) and creating a strong foundation of customer satisfaction. Plus, a lower customer acquisition cost directly benefits your bottom line.

💪 How this helps me:

• Lower Retention Costs: The longer customers stay, the less I spend on retention efforts, keeping acquisition costs in check.
• Optimize Resources: Understanding retention efforts helps me allocate resources more efficiently, focusing on high-impact activities.
• Track Success Metrics: Retention is a key KPI that lets me measure progress and show the impact of my efforts on stakeholders.
• Maximize CLV: High retention boosts CLV, ensuring customers continue to add value for long-term growth.

📊 How to measure it:

To effectively measure your customer retention rate, you must track how many customers stay with your company for a certain period. This measure provides insight into how well your customer success efforts are working to keep active users happy and engaged.

Here’s the formula for calculating your customer retention rate:

You can also track churn rate, customer satisfaction, and customer lifetime value (CLV) metrics to gain deeper insights into customer retention. 

09 Customer Lifetime Value

Customer Lifetime Value (CLV) quantifies the total revenue a customer can expect throughout the entire relationship. 

It is a key indicator of customer success, highlighting the long-term value of fostering strong customer relationships.

💪 How this helps me:

• Identifies customers worth spending more time and resources on.
• Measures the impact of engagement: how much effort is required for customer success initiatives such as personalized service and proactive customer engagement.
• Lower Customer Acquisition Cost (CAC): By increasing CLV, I can afford to spend more on acquiring new customers, as long as their CLV justifies the cost.

📊 How to measure it:

Simply apply this formula to calculate Customer Lifetime Value:

That might look scary, so here are some examples to clarify the concept!

Let’s say:

• Average Purchase Value = $50
• Average Purchase Frequency = 4 times per year
• Customer LifeTime = 5 years

Then:

CLV=50×4×5=1000CLV=50×4×5=1000

This means each customer is worth $1000 over the 5 years they stay with your business.

It’s not rocket science, right? 🚀

10 Customer Effort Score

The Customer Effort Score (CES) measures how easy or difficult customers find it to interact with a company, whether it’s solving a problem, making a purchase, or using a product. 

Unlike traditional satisfaction metrics, the Customer effort score focuses on reducing friction in the customer journey—and this is crucial to making it the best experience possible!

💪 How this helps me:

• Increases retention and loyalty: Easier experiences keep customers coming back.
• Identifies pain points: Highlights friction in service, implementation, or usability.
• Boosts support efficiency: Reduces ticket volume by improving problem resolution.

📊 How to measure it:

To measure this, simply ask customers after interacting with the company.

Here is a list of examples of questions that I ask my customers regularly:

• How easy was it to resolve your issue today?
• How much effort did completing your purchase or signing up take?
• How simple was it to find the information you needed on our website/app?
• Did you experience any obstacles while using our product/service? If yes, please specify.
• How effortless was it to get the support you needed from our team?

Dónde:

• Customer Ratings = Individual scores given by customers (typically on a 1-5 or 1-7 scale, where higher means less effort)
• Total Number of Responses = Total survey responses collected

Example Calculation:

Let’s say you surveyed 100 customers, and their total combined score was 480 (on a 1-7 scale).

CES= 480 / 100 = 4.8 CES

Interpreting the Score depends on the scale adopted. If consumers choose on a scale of 0- 7, like in this example, then:

✅ High CES (closer to 7) → Customers find interactions easy and seamless, indicating a smooth experience.

❌ Low CES (closer to 1) → Customers struggle and experience friction, signaling a need for process improvements.

If you want to improve customer effort and experience, here are some actionable tips that worked for me and can help you too:

• Enhance Self-Service Options – Provide FAQs, knowledge bases, and case studies to help customers find answers quickly.
• Streamline Processes – Simplify transactions, support, and implementation by leveraging the latest technology.
• Improve First-Contact Resolution – Ensure issues are solved on the first attempt, so customers don’t have to keep reaching out for help.

SaaS customer success metrics:

Instead of single-purchase models, SaaS success depends on retention, user engagement, and recurring average revenue, not just initial sales. 

That’s why SaaS companies focus on these metrics:

📈Monthly Recurring Revenue (MRR) & Annual Recurring Revenue (ARR)

Think of them as the heartbeat of your business. They show how much revenue you generate from monthly or annual subscriptions. If they are growing steadily, this is a clear sign that your business is growing successfully.

🚀 Product Adoption Rate

You’ve built a fantastic product, but are people using it? This indicator helps you understand how often and effectively customers engage with various features, providing insight into what’s working and what may need improvement. Thus, constantly introduce needed evaluations 

⏳ Time to Value (TTV)

First impressions matter! It measures how quickly a new customer begins to see the real benefits of your product. The shorter the TTV, the more likely they will stay with the product and become long-term users.

📈 Expansion Revenue Index

A key indicator for product growth. Your current customers trust you, so are they upgrading, buying add-ons, or expanding their usage? This indicator tracks revenue from upselling, cross-selling, and additional services, helping you identify growth opportunities within your current user base.

🎯 Onboarding Effectiveness

A smooth implementation can contribute to customer retention. It can help you see how well new customers are guided through setup and learning, making the first contact as smooth as possible.

By tracking these key metrics, you’re not just monitoring numbers—you’re shaping a strategy for long-term success, stronger customer relationships, and sustainable growth.

Tip: Leverage Advanced Tools to Analyze Customer Success Metrics Effortlessly

Customer satisfaction can change quickly and needs constant attention and adjustments. 

Whether you’re running a SaaS, e-commerce, or service business, advanced tools can help. They take the guesswork out by automating data collection, analysis, and visualization, giving you real-time insights at your fingertips. 

Let me show you how it works using <strong>Marca24</strong> as an example.

Once you open the Análisis de métricas tab, you’ll get a quick overview of your project. It displays key numbers and AI-powered interpretations, making it easy to understand performance insights at a glance.

As you can see here, even with the overwhelmingly positive results that Fenty can proudly showcase, there are still areas for improvement—like Twitter (X), which has the highest negative sentiment and may require more attention. 

Plus, Fenty’s new partnership with GloRilla has created quite a buzz—good job, Fenty!

Let’s look closer at the situation on Twitter (X).

It doesn’t look too bad! The positive sentiment around Fenty Beauty on Twitter (X) still outweighs the negative, which is great news for the brand!

Brand24 recognizes whether a mention is positive, neutral, or negative and assigns specific emotions, such as admiration, joy, disgust, sadness, fear, or anger. This allows me to understand customers’ moods better and respond accordingly. 

Moreover, the AI-powered Metrics Analysis identifies which sources generate the highest reach efficiency.

This insight helps me strategically allocate my marketing and communication budget to maximize impact and engagement where it matters most.

Conclusión

Customer success has become essential to building and driving brand growth in today’s competitive marketplace.

You need to track key customer success indicators to maximize productivity and keep up with your customers. Most importantly, select them appropriately for your industry! 

Implementing them is much easier than it may seem, and I hope this short step-by-step tutorial on each will definitely make the whole process easier for you.

You must apply the right strategies and enhance your efforts with seguimiento de los medios de comunicación software to gain valuable insights. To improve customer relationships and immediately support customer success managers in making their work more efficient. 

Principales conclusiones:

• Seasonality impacts metrics – Adjust your goals and expectations accordingly—don’t panic if your index drops in winter when selling swimwear. 😉
• Be consistent and track regularly – Identifying consumer behavior patterns helps you understand your audience better and improve their satisfaction.
• Use tools and AI – Automate processes to speed up customer support and enhance efficiency.
• Metrics matter, but people come first – The ultimate goal is real customer satisfaction, not just numbers.

Now you’re almost ready to see customer success metrics in action! To get the full picture, Pruebe Brand24 gratis and start measuring what truly matters!