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Program KPIs Instructions

Table of Contents

Getting the most out of the report
Examples to watch for
Run report and filter settings
Save report settings
Erase filter set
Download report

Evaluate your Customer Feeedback Efforts through the right KPIs 

Why you need this report: Understand the health of your customer feedback program and strength of customer relationships. This will show you the Key Performance Indicators (KPIs) for the most critical aspects of your program.

  • View change in KPIs over time (across waves)
  • Utilize filters to zoom in on specific Waves and segments, such as account Tiers

Getting the most out of the report:

The Program KPI report shows KPIs for each wave, an aggregate measure across a selection of waves, and how certain KPIs represent the business in financial terms.

Chart 1: KPI Trends

  1. Program Key Performance Indicators:
    1. % of Accounts Meeting Invitation Guideline
      • Number of accounts meeting the invitation guideline divided by number of accounts invited
      • It is critical to ensure the feedback you receive from your customers is representative of the business
      • This KPI examines the number and type (role) of each of the contacts invited to provide feedback in each account
      • Generally, larger accounts should have more contacts than smaller accounts, and the guidelines for the number and type of contacts expected to be invited to provide feedback is established by your Program Manager to model your firm’s go-to-market strategy
      • Not only does this “representative-ness” highlight where you have “deep and wide” relationships inside your customer accounts, but you also know that you can leverage TopBox’s key driver insights to place larger bets that will improve the customer experience and loyalty
    2. % of Accounts Meeting Response Target
      • Number of accounts meeting the response guideline divided by the number of accounts invited
      • This measure shows the percentage of accounts with the number and type (role) of contacts that met your firm’s guidelines for account-level response
      • Larger accounts should generally have more contacts responding, and this KPI shows the strength and depth of the relationship with your customer accounts
    3. % of Identified Promoters
      • Number of Promoters (where the “Overall” question = 9 or 10) divided by the number of people invited (for your given filters)
      • Note: Non-responders are included in the denominator – if these contacts did not respond then they are certainly not promoters, and are potentially trying to tell you something about their level of engagement with your firm
    4. % of Silent Accounts
      • Number of accounts with zero contacts in the account responding divided by the number of accounts responding. One minus this figure will provide the response rate at the account level (where Overall Response Rate provides the response rate at the contact level)
      • It is important to hear at least one response from all your customer accounts
      • A high percentage of silent accounts not only means that your customer relationships may be “thin” with regards to your feedback program, but also that your analysis of data in TopBox is not likely to be representative of your customer base and therefore any large-scale investments or initiatives may be sub-optimal.
    5. Alert Follow Up Rate
      • Number of closed or in-progress alerts divided by the number of alerts sent
      • Alerts are defined by your Program Manager and sent to employees inside your company to trigger follow-up action on individual survey results
      • When there is follow-up on alerts, customer relationships are strengthened
    6. Overall Response Rate
      • Number of survey responses from individual contacts divided by the number of survey invitations sent (for your given filters)
      • Remember that response rate can be an important indicator of the strength of the relationship with your customers
      • If your company is inviting the right people to provide feedback, and communicating the “What’s in it for me” to the respondent (why should they invest their time in responding to the survey?), and if they still won’t respond then you are learning something about their level of engagement with your firm
  1. X-axis (horizontal) = Waves

    • Waves are time periods used for sending, managing, and analyzing feedback and assessing change in customer perception over time (similar to a marketing campaign)
    • Useful Filter example:
      1. In Settings & Filters Questionnaire Filters Wave, click on the dropdown menu and filter by specific waves for which you want to see how KPIs are trending
      2. In Settings & Filters Account Filters, click on the dropdown menu for Tier to narrow in on certain account tiers. This can help answer questions such as:
        1. Are KPIs for Strategic Accounts declining while Small Business Accounts scores improving?
  2. Y-axis (vertical) = Aggregate Account Performance for each KPI (% terms)
    • Shows the percentage value for each of the 6 KPIs
    • Note that a higher percentage is better for all KPIs *except* for the “% of Silent Accounts” KPI
    • For this Silent Accounts KPI, since it’s measure of the percentage of accounts that have not had any contacts respond, it is best to have a low number so that you are hearing from each of your accounts
    • Hover over each circle to see exact percentage for each KPI
  • Examples to watch for:
    • A healthy benchmark for “representativeness” of Tier 1 and 2 accounts for each wave is about a 40% Contact Response and an 85% Account Response Rate
    • Generally, you hope to see the KPIs trending upward for later waves
      • This may be an opportunity to conduct further analysis and engage those accounts in order to better understand what works and how to keep those customers satisfied
      • If the data shows a downward trend over time, this can be a red flag:
        • A downward or flat trend shows erosion in the relationship
        • This could be from new contacts coming into the account that have ‘thin’ relationships with your company, but generally this would signal trouble either with the feedback program’s inability to reach the right people, or trouble with the strength of customer relationships – which will lead to churn


Chart Section 2: KPI Gauges

  1. % of Identified Promoters
  2. Overall Response Rate
  3. % of Accounts Meeting Invitation Guideline
  4. Alert Follow Up Rate
  5. % of Silent Accounts
  6. % of Accounts Meeting Response Guideline

To run this report:

1. Select your Settings & Filters*, including:

  1. Account Filters: by Accounts, Primary Product, Tier, Region, Sales Rep, Account Manager
  2. Contact Filters: by Contacts, Roles
  3. Questionnaire Filters: by Questionnaire, Wave OR Start/End Dates*
    • You may select a start wave without an end wave if that is the only wave for which you want to report
    • Selecting a wave in the “Start wave” filter will show all data in that wave.
    • Selecting a value in the “End Wave” filter will show all results for the entered range of start wave and end wave
  4. Question Filters: by scores (0-10) relating to specific question types and attributes

*NOTE: The filter names are part of a default set and may change during implementation to better suit your company’s needs.

*NOTE: We suggest using Campaigns (“Waves”) instead of Dates for accuracy in including all Non-Responders.

2. Run the report by pressing . You can save these filter settings to use across other reports by clicking the button under the “Settings & Filters” heading.

You will see:

  1. Chart: KPI Trends over Waves
  2. KPI Meters
  3. Data Table: [KPI] Name, Approximate Trend (Improved, Flat, Declined), Combined Time Period Level % (if filters contain more than one wave, KPI values are aggregated), Value of All Accounts in Filters, Value of All Accounts in KPI, % of Value in the KPI (amount of money associated with the KPI), Relationship Level % (for each of the waves included in the filters)
    • By default the report is sorted by KPI
    • Click on the column names to sort results by highest/lowest Approximate Trend, Value of All Accounts in KPI, etc. Click on the column header again to change the sort direction from Ascending to Descending. Clicking a third time will turn off sorting on that column
    • You may sort by more than one column, for example, by Approximate Trend first, and then Value, second, by clicking each column name in the order desired

3. To clear the filter set, make sure to do so by clicking on the icon under the “Settings & Filters” heading.

4. To download your reports:

  • KPI Trend chart and meters:
  1. Export as image by clicking on the icon and “Export Image”
  2. Export as a PDF by clicking on the same icon and “Export PDF”
  • Data Table:
  1. Export as Excel file by clicking on the Export To Excel icon on the gray banner

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