Percentage of active customers who are repeat customers

This measure calculates the percentage of active customers who are repeat customers. A customer is considered active if they have purchased a business entity's product at least once in a 12-month period. This measure is part of a set of Supplemental Information measures that help companies evaluate additional variables not covered elsewhere for the "manage customers and accounts" process.

Benchmark Data

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Measure Category:
Supplemental Information
Measure Id:
104763
Total Sample Size:
761 All Companies
Performers:
25th
Median
75th
Key Performance
Indicator:
No

Compute this Measure

Units for this measure are percent.

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Percentage of active customers who are repeat customers

Key Terms

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Supplemental Information

Supplemental information is data that APQC determines is relevant to decision support for a specific process, but does not fit into the other measure categories such as cost effectiveness, cycle time, or staff productivity.

Measure Scope

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Cross Industry (7.2.1)

  • 3.5.2.1 - Select key customers/accounts (20013) - Choosing principal clients that are vital for the company.
  • 3.5.2.2 - Develop sales/key account plan (11173) - Creating a plan for managing the accounts of key customers in order to better maintain relationships with them. Chart a scheme for managing sales. Create a plan for administering accounts of the significant and most important customers of the organization. Coordinate the accounts of principal clients.
  • 3.5.2.3 - Manage sales/key account plan (20014) - Handling the accounts of important clients.
  • 3.5.2.4 - Manage customer relationships (11174) - Managing the organization's relationship with its customers, by systematically coordinating interactions over multiple touch points, on a regular basis. Coordinate the organization's efforts to reach out to its customers. Create and manage effective touch points for interactions from the customers, which could include emails, social-media interactions, newsletters, and direct conversations.
  • 3.5.2.5 - Manage customer master data (14208) - Managing the corpus of data relating all customers acquired over time. Manage the storage, maintenance, access, revision, and usage of all data on customers. Ensure its security, and determine legitimate use cases that are beneficial to the organization.
    • 3.5.2.5.1 - Collect and merge internal and third-party customer information (16598) - Gathering the data about customers. Combine the information available locally with the data obtained from external sources.
    • 3.5.2.5.2 - De-duplicate customer data (16599) - Eliminating redundant information in customer data.