Customers are critical to most businesses. Without customers to buy goods and services, for-profit businesses would quickly go bankrupt and close their doors. Even charities and not-for-profit businesses, in essence, have customers in the form of donors that provide funding for the organization. Thus, it makes sense that most businesses would like to become smarter about metrics that assist with such things as tracking customer behavior, analyzing the most effective methods of acquiring customers, and identifying the most valuable customers. This chapter is all about customer metrics and KPIs. Many useful recipes are included to assist in analyzing the process by which new customers are acquired, when customers leave, which customers are advocates for the business, and how much it costs to acquire customers.
The following is the list of recipes that we...