Here are three things to consider when choosing the right customer metric:
- Every business is different. No single metric or set of metrics will work for everyone. Focus on what works best for your company, its brand, and strategy.
- Measure what matters - not just to you. It seems rather obvious that we should measure the most important metrics to help run our business. However, the focus should be on measuring the things that matter the most to customers. What matters to the customer and to the business should be pretty much the same.
- Measure what is actionable. Sometimes it appears that we measure things because it is interesting or because we always have. If it isn't going to be used, it's probably a waste of time to measure it.