When I review how well you perform at your Customer Development duties, I typically look at three key attributes.
- Comparison of first-time buyer response in months 1/2/3 vs. other months (i.e. the Welcome Period).
- Annual repurchase rates for 1x / 2x / 3x / 4x / 5x buyers, to determine "when" a customer becomes loyal.
- Gains in response after a 2nd purchase, after a 3rd purchase, after a 4th purchase, and after a 5th purchase. These gains are called "Indexed Performance".