Quels sont les meilleurs KPI pour suivre la fidélisation et la fidélité des clients pour différents modèles commerciaux ?

Monitoring key metrics like Customer Lifetime Value (CLV) and churn rate is crucial for businesses relying on recurring revenue models. CLV helps in understanding the long-term value of customers, guiding investment in acquisition and retention strategies. It's a reflection of how well the business model and value proposition resonate with the target market over time. Churn rate, on the other hand, is a vital health indicator. A high churn rate often signals underlying issues in customer satisfaction or market fit. It's a prompt for businesses to investigate and rectify these issues, whether they're in service delivery, customer support, or product quality.

1. Conversion Rate von Free zu Premium. 2. Verhaltens KPI im Free, um Funktionen herauszufinden die häufig genutzt werden und daher genutzt werden können, um die CVR zu Premium erhöhen. 3. Interaktion KPI in der Free (z.B. Newsletter abonniert) un die Stickiness zu erhöhen 4. Dauer im Free Abo, je höher desto höher die Gewohnheit und desto wahrscheinlicher dass man diesen Kunden mit richtigen Aktionen in Premium konvertiert bekommen kann.

In a transaction-based business model, three key metrics warrant close attention for sustainable growth and profitability: Gross Merchandise Value (GMV): This metric is crucial as it indicates the total market size your platform is tapping into. Take Rate: This percentage of GMV as your revenue is a direct measure of your business's earning efficiency. A balanced take rate is essential; too high might deter users, too low could hamper profitability. Liquidity: Often overlooked, this supply-demand ratio is a health indicator of your marketplace. High liquidity means efficient matching of buyers and sellers, leading to a more vibrant and attractive platform. Focusing on these metrics helps in fine-tuning your business strategy

Zudem ist es wichtig die Nutzung und Anzahl der Anbieter sowie Nachfrager im Auge zu halten. Denn nur mit genügend Anbietern bzw. Nachfrager entstehen die Netzwerkeffekt, die für ein Marktplatzmodell von zentraler Bedeutung sind. Wichtig ist dass nicht nur die Kunden sondern auch die Anbieter den Marktplatz interessant finden und gerne nutzen.

One metric I discovered while working at Meta (Facebook) and find isn’t talked about enough is stickiness. This would be measured as 2/7, which meant what percentage of users used the product 2 of the last 7 days. 6/7 was popular for key products. When engagement and retention are key to success, a high level of repeat usage is an often overlooked KPI.

In the context of a user-generated content platform, three key metrics are crucial: User Engagement: Track active users (daily, weekly, monthly) to gauge reach and popularity. This metric is a primary indicator of your platform's traction and potential for growth. Interaction Quality: Measure time spent, pages viewed, and content interaction. This reflects user satisfaction and the platform's ability to retain interest, indicating the quality and relevance of the user experience. Network Effects: Monitor the growth in user base and their contributions. This shows how your platform benefits from increased usage, a critical factor for sustainable competitive advantage. These metrics provide a comprehensive view of platform performance.

If your business is based upon stage-gated project sales (eg product development or construction), there are other good KPIs to also consider, including: Number of next stage conversions/sales Number of 4 or 5* Client satisfaction ratings via surveys at the end of each stage New project, repeat business from clients - a project industry version of stickiness.