8 KPIs for Customer Retention That Small Businesses Should Know

4 min read

As a small business, customer retention is critical to your success. When customers come back time, they add to your bottom line, helping you grow and prosper as a business over the long term! But how do you measure whether customer retention efforts are succeeding? Keeping track of certain Key Performance Indicators – KPIs - can give you great insight into the impact your marketing strategies may have on customer loyalty. In this blog post, we'll explore some of these essential KPIs for small businesses, so if customer retention matters to your dental practice, read on!

Track customer loyalty

This helps you understand how often your customers return and how likely they recommend you to others. You can measure customer loyalty using dental software to track patient visits, the average number of procedures per visit, the types of services they're getting, and other vital factors. By tracking this information over time, dental practices can see which marketing strategies are working and what areas need improvement to keep customers returning.

Lifetime Value (LTV)

The LTV of a customer tells you what the total value of that customer will be throughout their lifetime with your business. This is a great way to measure the success of customer retention efforts as it considers not only one-time purchases but also repeat customers who are likely to spend more in total.

Customer Retention Rate (CRR)

This is one of the most critical KPIs regarding customer loyalty. It tells you what percentage of your existing customers are returning and buying from you again. A higher CRR indicates that you're excelling at engaging with your customers and keeping them loyal to your business.

Customer Satisfaction Rate (CSR)

CSR is a crucial metric for measuring how satisfied your customers are with their experience doing business with you. It's essential to understand this number to identify areas where improvements need to be made to keep your customers happy and loyal.

Repeat Purchase Rate (RPR)

This metric measures how often customers come back to make repeat purchases. By tracking RPR, you can identify potential issues preventing customers from returning, such as unsatisfactory customer service or complicated checkout processes.

Net Promoter Score (NPS)

The NPS is a measure of customer satisfaction. It tells you how likely your customers are to recommend your business to their friends and family. A higher NPS score means that your customers are more likely to trust your brand and will be more likely to return for future purchases.

Average Order Value (AOV)

AOV is another important KPI for assessing customer loyalty. AOV looks at the average value of each customer transaction over time. This statistic can tell whether customers are spending more or less than usual when they shop with you, which can indicate their satisfaction with your offerings. If AOV increases over time, customers are happy enough with what you're providing them to purchase more items from you.

Retention Rate by Channel (RRC)

It's not enough to measure overall customer retention - breaking it down into individual channels will give you more insight into which areas need focus. For example, if your email campaigns have high open rates but low conversion rates, this indicates that something needs to be fixed with the content or design of those emails. On the other hand, if referrals drive a large proportion of your sales, you may want to invest more into incentivizing customers to refer their friends and family.


By tracking these essential KPIs for small businesses, you can gain valuable insights into the success of your customer retention efforts. Knowing how well your loyalty programs and repeat purchase initiatives perform will help you stay focused on the strategies that bring in the most profit over time. So take a closer look at these metrics today – they could be just what your dental practice needs to keep customers loyal!

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