Customer Engagement Score

What is Customer Engagement Score?

Measures how well existing customers engage with your product/service’s trial or freemium plans.

Why is Customer Engagement Score (CES) important?

A product/service succeeds when more users engage with it continuously.

A lesser CES indicates potential user churn, and also friction within the product.

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How to calculate Customer Engagement Score?

Identify the events to track, that would count as ‘engagement’.

Label metrics that can help you identify if a user has completed a task, dropped out, and has come back for an encore.

A simpler method:

Label every event.

Measure the usage frequency of these, for a single user.

Multiple the average frequency with the number of events.

Compare this score with scores of other users.

Tips to enhance Customer Engagement Score

Send occasional, apt emails highlighting product features or offers.

Make your website copy reflect the overall value of your product.

Consider extending the free trial for some power users.

Customize pricing plans based on users’ needs/behaviors.

Address bugs and issues as soon as users report them.

Make yourself available so that customers can reach out to you.