Customer Success Metrics

Agent Wait Time is the total combined time a support ticket spends in pending status, waiting for a response from the requester. Unlike customer-facing metrics such as First Response Time or Resolution Time, Agent Wait Time measures how long the support agent waits between interactions. High pending time reduces agent efficiency and makes it harder to maintain context across complex tickets.

Annual Contract Value (ACV) represents the normalised dollar amount an average customer contract is worth to your company over one year. Unlike other SaaS metrics such as Annual Recurring Revenue (ARR), there's less universal consensus on ACV's precise definition across the industry. Some companies include one-time charges like setup fees, implementation costs, or training in their ACV calculations, while others exclude these non-recurring elements to focus purely on the ongoing contractual commitment. This variability makes it essential for sales and finance teams to establish clear internal definitions and remain consistent in their calculations to ensure meaningful trend analysis and benchmarking. The metric serves as a crucial indicator of your company's market positioning, customer segmentation strategy, and overall business model effectiveness. ACV directly influences your go-to-market approach, sales team structure, customer success investments, and pricing strategy. Companies with higher ACVs typically employ different sales methodologies, longer sales cycles, and more comprehensive customer onboarding processes compared to those targeting lower ACV segments.

Average Speed to Answer (ASA) is the average time a call centre agent takes to answer an inbound customer call, including queue wait time but excluding IVR navigation time. ASA is one of the most important signals tied to customer satisfaction in contact centre operations.

Customer Effort Score (CES) is a measure of how easy or difficult it is for customers to interact with your company, whether that means making a purchase, accessing a free trial, resolving a problem, navigating your website, or getting something done in your product. CES is measured by surveying customers after a specific interaction and asking them to rate how easy or difficult it was to accomplish their goal. High-effort interactions, ones that make customers repeat information, deal with multiple people or screens, or search through irrelevant content, are the primary driver of disloyalty.

A Customer Health Score is a single, calculated number that reflects a customer's health across multiple dimensions. By monitoring Customer Health Scores, you can detect early signals of increased friction or declining customer engagement, and identify highly engaged clients who would make excellent advocates.

CSAT is a measure of how satisfied customers are with a company's products or services, most often collected through a survey. It captures customer perception at a specific point in time and is one of the most widely tracked customer experience metrics because it is simple to collect, easy to interpret, and flexible enough to apply at both a granular and aggregate level.

Daily Active Accounts measures the number of unique accounts with at least one user who interacted with an application or platform in a given day. An active account may include one or more users, each with varying degrees of activity.

DAU/MAU Ratio (Daily Active Users to Monthly Active Users ratio) measures how active monthly users are on a daily basis. In other words, this engagement metric measures the number of days in each month that users performed an activity that qualifies them as active users. A higher DAU/MAU Ratio generally indicates high stickiness, meaning users consistently return to the app.

Deviation from Target Churn Rate measures the gap between your forecasted or actual churn rate and your target churn rate for a specific period, providing an early warning system to identify when churn is trending above acceptable levels and enabling proactive intervention before revenue loss occurs.

First Contact Resolution Rate (FCR Rate) is the percentage of customer support contacts resolved on the first interaction, with no follow-up required from the agent or customer. A high FCR Rate reduces support costs, lowers repeat contact volume, and improves customer satisfaction.

First Contact Resolution Tickets is the count of support tickets fully resolved on the first agent interaction, with no follow-up contact required from the customer.

Full Resolution Time is the time duration between the ticket creation date and the ticket solved or closed date. Along with a solution that helps the customer and solves the problem, the less time it takes to get to a resolution is good for you and good for the customer. Resolution time is usually measured in hours or days.