7 indicators to measure and improve the customer experience

Do you want loyal clients who come back and recommend your coaching? Measuring customer experience is your best lever. The good news: you just need to follow a few simple indicators each week to spot what's working and correct the rest.

With EKKLO, you centralize offers, reservations, progress monitoring, payments and messages. This facilitates measurement, and above all action. To go further, also discover our resources at info.ekklo.com.

1) Attendance and attendance rate

Definition and formula

• What: the proportion of reserved sessions that your clients attend.
• Formula: (Sessions completed / Sessions booked) × 100.
• Useful variant: “4-week attendance” per client to identify weak signals.

Realistic thresholds to aim for

• Small group/box: 80-90% attendance.
• Group studio classes: 75-85%.
• Coaching 1:1: 90%+ (cancellations must remain the exception).

3 express actions if it drops

• Automatic reminders 24 hours and 2 hours before the session (SMS + email). Use EKKLO Messages to limit no-shows.
• Active waiting and waiting list. Allow self-replacement up to H-2 to fill slots.
• Clear (and enforced) cancellation policy. A known framework increases discipline.

2) Repurchase and customer lifetime value (LTV)

Repurchase rate

• What: share of customers who repurchase a pack, subscription or offer after the end of the previous one.
• Formula: (Customers having repurchased / Customers eligible for repurchase) × 100.
• Target: 60-70% for recurring coaching; 40-50% for short programs.

LTV (Lifetime Value)

• What: total value generated by a customer on their relationship with you.
• Simple formula: LTV = Average monthly spend × Average duration (months) × Margin.
• Example: €120 × 10 month × 60% = €720 LTV.

Leverages to increase repurchase and LTV

• Packs with renewal bonus (free session, monthly review).
• Subscriptions with minimum commitment + easy upgrade to premium offers.
• Targeted upsells: nutrition, monthly review, masterclass technical.

Need inspiration for your offers? Find out how create attractive and packaged offers. And centralize your recurring payments in EKKLO to reduce friction at renewal time.

3) Retention and attrition (churn)

Two sides of the same coin

• Retention: share of active customers retained over a period.
  • Formula: ((Customers end of period − New) / Early customers) × 100.
• Attrition (churn): share of lost customers.
  • Formula: (Lost customers / Early customers) × 100.

Easy to follow warning signs

• 2-3 missed sessions in a row or 3 weeks without attendance.
• Reduction in the volume of messages or engagement on your content.
• Repeated cancellations on the same slot.

Anti-churn plan in 3 steps

• Detection: put a simple rule (eg. 21 days without session = alert).
• Relaunch: personalized message + slot alternative + “feedback” bonus (free review).
• Adjustment: offer a more realistic format (1:1 → small group, or vice versa) to boost motivation.

4) Marketing engagement (opens, clicks, responses)

The 3 KPIs that count

• Opening rate (email/SMS): measures interest. Aim for 30-45% by email, 85-98% by SMS.
• Click-through rate: measures the desire to find out more. Aim for 3-8% in email.
• Response rate: particularly useful on SMS/WhatsApp for “human” reminders.

Do better without sending more

• One ​​message = one objective = one CTA. Avoid “catch-all” emails.
• Personalize by objective (weight loss, mass gain, recovery): promise, proof, next step.
• Rhythm: 1 useful newsletter/week. + 1-2 targeted reminders/month depending on current events.

Save time with automation

• Typical scenarios: welcome, pre-renewal, reactivation, new slots.
• Triggers: registration, 14 days of inactivity, pack within 7 days of expiration.
• Measure the impact: compare the before/after on opening and repurchase.

To go quickly, follow our guide to automate your coaching business and deploy your scenarios in EKKLO (emails, SMS, in-app messages).

5) Satisfaction and recommendation: NPS, CSAT, CES

What to measure and when

• CSAT (immediate satisfaction): after a course, a cycle, an assessment.
• CES (perceived effort): after registration, payment, making an appointment.
• NPS (propensity to recommend): monthly/quarterly, to take the overall temperature.

Typical questions to copy and paste

• CSAT: “How would you rate your session today? (1-5) » + « A detail to improve? »
• CES: “Was it easy to book and pay? (1-5)” + “What complicated the process? »
• NPS: “How likely are you to recommend us? (0-10)” + “Why? »

Quick interpretation

• NPS: 0-6 detractors, 7-8 passives, 9-10 promoters. Score = % promoters − % detractors. Aim for 40+.
• CSAT/CES: average ≥ 4 is a good sign. Act on repeated verbatims (e.g. “schedules”, “payment”, “application”).

6) Time to First Win

Why it's key

Customers stay when they feel rapid progress. This KPI measures the number of days between registration and the first concrete “win”.

How to define it

• Weight loss: 1 kg lost, or waist circumference −1 cm.
• Performance: +1 pull-up, +10 kg total on 3 movements, personal record.
• Health/well-being: better energy noted, improved sleep 3 nights/7.

Reduce this period in 3 levers

• Tight onboarding D0-D14: 1 evaluation session + 2 guided sessions + 1 home routine.
• Micro and visible objective: “10,000 steps/day 5/7”, “2 sessions 45 min/week”, “+1 glass of water/meal”.
• Short and regular feedback via EKKLO: progress monitoring, congratulatory message, mini-assessment on D14.

7) Recommendations and sponsorship

Referral rate

• Formula: (Customers acquired by recommendation / Total new clients) × 100.
• Realistic target: 25-40% for well-positioned local coaching.

Simple program that works

• Double advantage: the sponsor and the godchild win (e.g. -20€ each over the next month, or a free assessment).
• Clear rules: cumulative, non-retroactive, valid for 30 days.
• Minimum friction: referral link + registration/payment in 2 clicks via EKKLO.

Ask at the right time

• After a customer victory (PR, before/after photo, testimonial).
• Short script: “If a friend wants the same result, I can offer them a trial report via your link. Do you want me to send it to you? »
• Put a template in your EKKLO messages for a systematic request.

To remember

• Choose 7 KPIs max and follow them every week for 12 weeks.
• Automate reminders and reminders: fewer no-shows, more repurchases.
• Look for “quick wins”: a quick first result fuels motivation.
• Read the NPS/CSAT/CES verbatims: these are your best ideas for improvement.

Take action this week

• Monday: activate automatic reminders and an alert rule on D21 without a session in EKKLO.
• Wednesday: send a simple CSAT survey at the end of your courses.
• Friday: create a renewal offer with bonus + a clear sponsorship program.

To structure your growth, draw concrete methods on info.ekklo.com and put together a simple visibility plan with our guide dedicated to marketing and visibility strategy for coaches. And if you're just starting out or want to accelerate, EKKLO brings your deals, prospecting, scheduling, progress tracking, payments and messaging all in one place: try it today at info.ekklo.com.