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:
Total Sample Size:
763 All Companies
25th Median 75th
- - -
Key Performance Indicator:

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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 (7.3.1)

  • - Select key customers/accounts (20013)
  • - Develop sales/key account plan (11173)
  • - Manage sales/key account plan (20014)
  • - Manage customer relationships (11174)
  • - Manage customer master data (14208)
    • - Collect and merge internal and third-party customer information (16598)
    • - De-duplicate customer data (16599)