Customer Experience KPI Library
A practical reference for CX metrics. Each KPI includes a clear definition, formula, target guidance, and context for when and how to use it.
Satisfaction
CSAT (Customer Satisfaction Score)
A measure of customer satisfaction with a specific interaction, product, or service, typically collected immediately after an experience.
Formula
(Number of satisfied responses / Total responses) × 100
NPS (Net Promoter Score)
A measure of customer loyalty based on likelihood to recommend, calculated by subtracting the percentage of detractors (0-6) from promoters (9-10).
Formula
% Promoters (9-10) − % Detractors (0-6)
CES (Customer Effort Score)
A measure of how easy it was for customers to accomplish their goal or resolve their issue, typically on a 1-7 scale.
Formula
Average score on 1-7 scale (or % agreeing it was easy)
Effort & Friction
Contact Rate
The percentage of customers or transactions that result in a support contact, indicating where customers need help.
Formula
(Number of contacts / Number of customers or transactions) × 100
Repeat Contact Rate
The percentage of customers who contact support multiple times about the same issue within a defined period.
Formula
(Contacts with repeat follow-ups / Total contacts) × 100
Escalation Rate
The percentage of interactions that require escalation to a higher tier or specialist team.
Formula
(Escalated contacts / Total contacts) × 100
Speed & Responsiveness
First Response Time (FRT)
The time between when a customer submits a request and when they receive the first human response.
Formula
Median or average time from ticket creation to first agent reply
Average Response Time (ART)
The average time between customer messages and agent responses throughout a conversation.
Formula
Sum of all response times / Number of responses
Time to Resolution (TTR)
The total elapsed time from when an issue is reported to when it's fully resolved.
Formula
Time from ticket creation to final resolution
SLA Compliance Rate
The percentage of interactions that meet defined service level agreement targets.
Formula
(Interactions meeting SLA / Total interactions) × 100
Quality
QA Score
A composite score evaluating interaction quality across defined criteria such as accuracy, empathy, and process adherence.
Formula
Weighted average of quality criteria scores (typically 0-100%)
First Contact Resolution (FCR)
The percentage of customer issues resolved in a single interaction without requiring follow-up.
Formula
(Issues resolved in one contact / Total issues) × 100
Reopen Rate
The percentage of resolved tickets that are reopened within a defined period, indicating incomplete resolution.
Formula
(Reopened tickets / Resolved tickets) × 100
Ticket Backlog
The total number of unresolved tickets at any point in time, often segmented by age.
Formula
Count of open tickets (often segmented by age brackets)
Retention & Loyalty
Churn Rate
The percentage of customers who cancel or don't renew within a given period.
Formula
(Customers lost / Customers at start of period) × 100
Renewal Rate
The percentage of eligible customers who renew their subscription or contract.
Formula
(Customers who renewed / Customers up for renewal) × 100
Repeat Purchase Rate
The percentage of customers who make more than one purchase within a defined period.
Formula
(Customers with 2+ purchases / Total customers) × 100
Customer Health Score
A composite score predicting customer retention likelihood based on engagement, adoption, support, and relationship signals.
Formula
Weighted combination of usage, engagement, support, and relationship factors
Onboarding Completion Rate
The percentage of new customers who complete defined onboarding milestones.
Formula
(Customers completing onboarding / New customers) × 100
Activation Rate
The percentage of new users who reach a defined 'activated' state indicating initial value realization.
Formula
(Activated users / New signups) × 100
Revenue Impact
Customer Lifetime Value (LTV)
The predicted total revenue a customer will generate over their entire relationship with your company.
Formula
Average revenue per customer × Average customer lifespan (or more complex models)
Expansion Revenue Rate
The percentage of revenue growth from existing customers through upsells, cross-sells, or usage increases.
Formula
(Expansion revenue / Starting revenue from existing customers) × 100
Conversion Rate
The percentage of prospects or visitors who complete a desired action (trial to paid, visitor to signup, etc.).
Formula
(Conversions / Total visitors or prospects) × 100
Digital Experience
Bounce Rate
The percentage of visitors who leave after viewing only one page, without any interaction.
Formula
(Single-page sessions / Total sessions) × 100
Task Completion Rate
The percentage of users who successfully complete a defined task or workflow within your product.
Formula
(Users completing task / Users attempting task) × 100
Rage Click Rate
The frequency of rapid, repeated clicks in the same area, indicating user frustration with unresponsive elements.
Formula
(Sessions with rage clicks / Total sessions) × 100
Cart Abandonment Rate
The percentage of shopping carts that are created but not converted to purchases.
Formula
(Abandoned carts / Created carts) × 100
Self-Service Deflection Rate
The percentage of potential support contacts resolved through self-service channels (knowledge base, FAQ, chatbot).
Formula
(Self-service resolutions / Total potential contacts) × 100
Feature Adoption Rate
The percentage of users who engage with specific product features within a defined period.
Formula
(Users using feature / Total active users) × 100
Checkout Conversion Rate
The percentage of users who begin checkout and complete their purchase.
Formula
(Completed purchases / Checkout initiations) × 100
Knowledge Base Helpfulness Score
The percentage of knowledge base article viewers who indicate the content was helpful.
Formula
(Helpful votes / Total votes) × 100
Voice of Customer
Sentiment Score
A measure of the emotional tone in customer feedback, typically classified as positive, negative, or neutral.
Formula
Varies by tool—typically % positive minus % negative, or weighted score
Feedback Volume
The total amount of customer feedback received across all channels within a given period.
Formula
Count of feedback submissions by channel and time period
Complaint Rate
The percentage of customers who submit formal complaints within a given period.
Formula
(Number of complaints / Number of customers or transactions) × 100
Refund Rate
The percentage of transactions that result in refund requests.
Formula
(Refund requests / Total transactions) × 100
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