{"id":403,"date":"2019-11-12T12:46:06","date_gmt":"2019-11-12T12:46:06","guid":{"rendered":"https:\/\/ec2-34-253-215-75.eu-west-1.compute.amazonaws.com\/?p=403"},"modified":"2025-07-01T10:47:02","modified_gmt":"2025-07-01T10:47:02","slug":"customer-engagement-score","status":"publish","type":"post","link":"https:\/\/refiner.io\/blog\/customer-engagement-score\/","title":{"rendered":"What is the Customer Engagement Score?"},"content":{"rendered":"\n<div style=\"color:#32373c;background-color:#00d1b2\" class=\"wp-block-genesis-blocks-gb-notice gb-font-size-18 gb-block-notice\" data-id=\"544976\"><div class=\"gb-notice-title\" style=\"color:#fff\"><p>\u26a1 TL;DR \u2013 Customer Engagement Score (CES)<\/p><\/div><div class=\"gb-notice-text\" style=\"border-color:#00d1b2\">\n<ul class=\"wp-block-list\">\n<li><strong>CES tells you who\u2019s actually using your product \u2014 and who\u2019s about to churn.<\/strong><\/li>\n\n\n\n<li>It\u2019s built on real user behavior: sessions, features used, actions taken.<\/li>\n\n\n\n<li>You define what \u201cengagement\u201d means for your product \u2014 there\u2019s no one-size-fits-all.<\/li>\n\n\n\n<li>Track a handful of high-impact in-app events. Don\u2019t overcomplicate it.<\/li>\n\n\n\n<li>Assign scores to each event, based on how much value they represent.<\/li>\n\n\n\n<li>Monitor scores to qualify leads, prevent churn, and trigger upsells.<\/li>\n\n\n\n<li>CES is how you go from guessing to knowing who your best users are.<\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<p>No other metric works as well as the <strong>customer engagement score<\/strong> when it comes to predicting churn or identifying new upselling opportunities.<\/p>\n\n\n\n<p>In fact, measuring the engagement score is by far the best way to:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify the most engaged trial accounts that you could convert into paying customers (and when they\u2019re ready to talk to you about it.)&nbsp;<\/li>\n\n\n\n<li>Which trial or freemium users might not be engaging with the product enough to see its value, and?&nbsp;<\/li>\n\n\n\n<li>Which existing customers are ready to move on to a higher package?<\/li>\n<\/ul>\n\n\n\n<p><strong>But how do you do it, exactly? How do you create an engagement score for your brand?&nbsp;<\/strong><\/p>\n\n\n\n<p>That\u2019s what you\u2019ll find out from this guide. You\u2019ll learn:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What is customer engagement?<\/li>\n\n\n\n<li>Understand the concept of the customer engagement score and why should you care about it.&nbsp;<\/li>\n\n\n\n<li>We\u2019ll discuss who should measure customer engagement and how it affects different positions within the company.&nbsp;<\/li>\n\n\n\n<li>Finally, we\u2019ll talk about the process of measuring user engagement.&nbsp;<\/li>\n<\/ul>\n\n\n\n\n\n<h2 class=\"wp-block-heading\">What is Customer Engagement?<\/h2>\n\n\n\n<p>In the simplest terms, an engaged user or customer is someone who receives value from using your product regularly.&nbsp;<\/p>\n\n\n\n<p>But although the definition might seem simplistic, it hides two critical insights about users:<\/p>\n\n\n\n<p><strong>#1. \u201cThe value<\/strong>\u201d<\/p>\n\n\n\n<p>Seeing the value basically means that the person has received the outcome they had hoped for when signing up for your app.&nbsp;<\/p>\n\n\n\n<p>The value is closely tied to your marketing messages. For CRM software, for example, that promises to simplify the sales process the value will come as a result of users moving more deals forward through an organized <a href=\"https:\/\/blog.hubspot.com\/sales\/saas-sales-ultimate-guide\">sales process<\/a>.&nbsp;<\/p>\n\n\n\n<p>A productivity app promising to improve internal company\u2019s processes will deliver its value when users begin to complete more projects on time, and with little chaos in the process.&nbsp;<\/p>\n\n\n\n<p>The good news is that you can quantify the value and use it as one of the bases to measure the engagement score.&nbsp;<\/p>\n\n\n\n<p><em>(Note: Later in this guide, I\u2019ll show you how to do it. I\u2019ll also show you how other companies have been quantifying the value of using their products already.)&nbsp;<\/em><\/p>\n\n\n\n<p>For now, however, let\u2019s focus on the other aspect of the definition you must know about:<\/p>\n\n\n\n<p><strong>#2. \u201cRegularly\u201d<\/strong><\/p>\n\n\n\n<p>For a user to engage with a product, they must see the value from using it repeatedly. Making one sale through the CRM only will not likely confirm the value. Similarly, completing one project out of many on time might have just been a fluke, rather than a result of using the product.&nbsp;<\/p>\n\n\n\n<p>Based on the above, we could expand the definition further, and describe an engaged user as:<\/p>\n\n\n\n<p><em>Someone who received the results they were hoping for originally, when signing up for your product, based on what you\u2019ve promised, and received them repeatedly.&nbsp;<\/em><\/p>\n\n\n\n<div style=\"color:#32373c;background-color:#00d1b2\" class=\"wp-block-genesis-blocks-gb-notice gb-font-size-18 gb-block-notice\" data-id=\"6bd4fb\"><div class=\"gb-notice-title\" style=\"color:#fff\"><p>\ud83d\udcd8 Definition: Engaged User<\/p><\/div><div class=\"gb-notice-text\" style=\"border-color:#00d1b2\">\n<p>An engaged user is someone who gets value from your product <strong>and<\/strong> keeps coming back for more. They\u2019ve experienced the outcome they expected \u2014 and it wasn\u2019t a one-off.<\/p>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">What is a Customer Engagement Score, Then?<\/h2>\n\n\n\n<div style=\"color:#32373c;background-color:#00d1b2\" class=\"wp-block-genesis-blocks-gb-notice gb-font-size-18 gb-block-notice\" data-id=\"7fdc23\"><div class=\"gb-notice-title\" style=\"color:#fff\"><p>\ud83d\udcd8 Definition: Customer Engagement Score (CES)<\/p><\/div><div class=\"gb-notice-text\" style=\"border-color:#00d1b2\">\n<p>CES is a metric that measures how meaningfully and consistently a customer uses your product. It\u2019s based on behavioral signals \u2014 like sessions, feature usage, or completed actions \u2014 and helps you spot churn risks, upsell potential, or sales-ready leads.<\/p>\n<\/div><\/div>\n\n\n\n<p>You know the definition of an engaged user already. But what does that have to do with the customer engagement score?<\/p>\n\n\n\n<p><strong>The customer engagement score is a metric that sits at the heart of your <a href=\"https:\/\/www.revechat.com\/blog\/customer-engagement-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer Engagement Strategy<\/a><\/strong>. <strong>You can use it to measure how engaged your existing customers and trial or freemium accounts are.<\/strong><\/p>\n\n\n\n<p>Typically, you calculate the engagement score based on product activity and <a href=\"https:\/\/sixteenventures.com\/customer-success-simple\">product usage<\/a>. Although, it\u2019s worth to note that your methodology for creating the score and monitoring it will, most likely, be unique to your business (<em>more on this in just a second.<\/em>)<\/p>\n\n\n\n<p>I\u2019ve already explained what the customer engagement score can help you achieve but let\u2019s recap it quickly:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify trial accounts that are ready to convert into paying customers,&nbsp;<\/li>\n\n\n\n<li>Uncover leads who promise the biggest sales opportunity for your inside sales team,&nbsp;<\/li>\n\n\n\n<li>Detect existing customers whom you could upsell to a higher package, and<\/li>\n\n\n\n<li>Find out which customers are struggling with using your product and might churn as a result.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">But Why Should You Care About It All?<\/h3>\n\n\n\n<p>The answer is quite simple.&nbsp;<\/p>\n\n\n\n<p><strong>If users aren\u2019t engaged, your business is at risk.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Churn goes up<\/li>\n\n\n\n<li>Trials don\u2019t convert<\/li>\n\n\n\n<li>Support costs rise<\/li>\n<\/ul>\n\n\n\n<p>On the flip side: engaged users stay, grow, and spend more \u2014 often without you lifting a finger.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">But Who Should Care About the Customer Engagement Score in Your Business, Specifically?<\/h3>\n\n\n\n<p><strong>Who should care about CES? Everyone.<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Founders\/CEOs:<\/strong> See if your product actually delivers on its promise.<\/li>\n\n\n\n<li><strong>Product teams:<\/strong> Track what\u2019s working, and what features flop.<\/li>\n\n\n\n<li><strong>Sales &amp; CS:<\/strong> Prioritize the right accounts, cut dead leads, and save time.<\/li>\n<\/ul>\n\n\n\n<p>After all, CES really isn\u2019t just a metric. It\u2019s a map. And even if it may not seem like it at first sight, it can point you exactly where you need to go to continuously boost engagement. \u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to Build a Customer Engagement Score<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1: Define What Engagement Means for You<\/h3>\n\n\n\n<p>Not every product defines \u201cengagement\u201d the same way \u2014 and that\u2019s the whole point.<\/p>\n\n\n\n<p>You need to figure out what actions in your product actually signal that someone is getting value. That\u2019s your north star.<\/p>\n\n\n\n<p>Ask yourself:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What outcome do users expect when they sign up?<\/li>\n\n\n\n<li>What do they do when they\u2019re actually getting that outcome?<\/li>\n\n\n\n<li>Which of those actions can we measure?<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udca1 <strong>Examples from real SaaS companies:<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Company<\/th><th>Engagement \/ PQL Signal<\/th><\/tr><\/thead><tbody><tr><td><strong>Slack<\/strong><\/td><td>Account hits 2,000 messages sent<\/td><\/tr><tr><td><strong>Drift<\/strong><\/td><td>100 live chat conversations completed<\/td><\/tr><tr><td><strong>Close<\/strong><\/td><td>Multiple sales calls logged in CRM<\/td><\/tr><tr><td><strong>Mailshake<\/strong><\/td><td>Email campaigns launched and replied to<\/td><\/tr><tr><td><strong>CoSchedule<\/strong><\/td><td>Calendar fully populated with scheduled posts<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Each of these signals tells the same story:<br>\u201cThis user is consistently using a key feature \u2014 and getting the value they signed up for.\u201d<\/p>\n\n\n\n<p>That\u2019s what your Customer Engagement Score should capture.<\/p>\n\n\n\n<p>\u2705 Pro tip: You may need different engagement definitions depending on the goal \u2014 one to flag churn risk, another to qualify leads, another to spot upsell potential. That\u2019s fine. Build scoring models around the context that matters.<\/p>\n\n\n\n<div style=\"color:#32373c;background-color:#00d1b2\" class=\"wp-block-genesis-blocks-gb-notice gb-font-size-18 gb-block-notice\" data-id=\"51a1ca\"><div class=\"gb-notice-title\" style=\"color:#fff\"><p>\ud83d\udcd8 Definition: Active vs Engaged Users<\/p><\/div><div class=\"gb-notice-text\" style=\"border-color:#00d1b2\">\n<p><strong>Active users<\/strong> log in.<br><strong>Engaged users<\/strong> actually use the product in ways that deliver value.<br>One shows presence. The other shows impact.<\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2: Identify the Key Events to Track<\/h3>\n\n\n\n<p>Now map those outcomes to in-app actions you can actually monitor.<\/p>\n\n\n\n<p>Pick <strong>2\u20133 high-impact events<\/strong> that indicate a user is getting value.<br>Examples:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Started a new session<\/li>\n\n\n\n<li>Invited a teammate<\/li>\n\n\n\n<li>Published a report<\/li>\n\n\n\n<li>Triggered a core feature<\/li>\n<\/ul>\n\n\n\n<p>Don\u2019t track fluff like \u201clogged in.\u201d Logins show activity, not engagement.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3: Score the Events Based on Value<\/h3>\n\n\n\n<p>Some events matter more than others \u2014 and your score should reflect that.<\/p>\n\n\n\n<p>Here\u2019s how:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Weight your events (e.g. \u201cstarted session\u201d = 1 point, \u201cinvited user\u201d = 5)<\/li>\n\n\n\n<li>Track frequency over time (e.g. 3-day or 7-day window)<\/li>\n\n\n\n<li>Calculate an engagement score based on actual usage patterns<\/li>\n<\/ul>\n\n\n\n<p>\u2705 Tools like <a href=\"https:\/\/refiner.io\/solutions\/ces\/\">Refiner<\/a> make this easy \u2014 you can set up scoring models and assign weights without code.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4: Use the Scores to Drive Action<\/h3>\n\n\n\n<p>This is where CES pays off.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sales<\/strong>: Find free or trial users with high engagement. Prioritize them.<\/li>\n\n\n\n<li><strong>Success<\/strong>: Spot low-engagement VIPs. Reach out before they churn.<\/li>\n\n\n\n<li><strong>Growth<\/strong>: Watch for users activating upsell-tier features.<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udcc8 Set up daily workflows that surface CES data and push it to your team.<\/p>\n\n\n\n<p>You\u2019re not measuring for the sake of it. You\u2019re turning product usage into business outcomes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Customer Engagement Metrics<\/h2>\n\n\n\n<p>You\u2019ve defined engagement. You\u2019ve tracked events. You\u2019ve scored users.<br>Now let\u2019s talk about the raw metrics behind it all.<\/p>\n\n\n\n<p>These are the signals that feed your Customer Engagement Score.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th><strong>Metric<\/strong><\/th><th><strong>What It Tells You<\/strong><\/th><\/tr><\/thead><tbody><tr><td><strong>Usage frequency<\/strong><\/td><td>Are users showing up regularly? If they\u2019re not logging in, they\u2019re not engaging.<\/td><\/tr><tr><td><strong>Time spent in product<\/strong><\/td><td>Are they actively working inside the app \u2014 or just dropping in and bouncing?<\/td><\/tr><tr><td><strong>Key features used<\/strong><\/td><td>Are they engaging with what actually matters? Not just logging in, but doing the work.<\/td><\/tr><tr><td><strong>Feature depth<\/strong><\/td><td>Are they sticking to one thing \u2014 or exploring more of what your product offers?<\/td><\/tr><tr><td><strong>Pricing tier behaviors<\/strong><\/td><td>Are they activating features tied to a higher plan? That\u2019s your upsell signal.<\/td><\/tr><tr><td><strong>Purchase intent signals<\/strong><\/td><td>Are they checking your pricing page or asking about limits? That&#8217;s intent.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\ud83d\udca1 Not all of these will apply to every product. But once you know your \u201caha moments,\u201d you can reverse-engineer the behaviors that lead to them.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"color:#32373c;background-color:#00d1b2\" class=\"wp-block-genesis-blocks-gb-notice gb-font-size-18 gb-block-notice\" data-id=\"c6d8dc\"><div class=\"gb-notice-title\" style=\"color:#fff\"><p>\ud83d\udcd8 Reminder:<\/p><\/div><div class=\"gb-notice-text\" style=\"border-color:#00d1b2\">\n<p>Engagement isn\u2019t about vanity metrics. It\u2019s about <em>repeated value<\/em>. That\u2019s what these metrics are trying to surface \u2014 users who are truly getting something out of your product.<\/p>\n<\/div><\/div>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>Monitoring the customer engagement score is by far the best way to increase trial and freemium account conversion rates, increase <a href=\"https:\/\/refiner.io\/blog\/csat-survey\/\">customer satisfaction<\/a>, and reduce churn.&nbsp;<\/p>\n\n\n\n<p>Hopefully, you know what customer engagement is now, and how to measure it to achieve those results and more.&nbsp;<\/p>\n\n\n\n<p>Good luck!<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">FAQ: Customer Engagement Score (CES)<\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1751366515891\"><strong class=\"schema-faq-question\">What is a Customer Engagement Score (CES)?<\/strong> <p class=\"schema-faq-answer\">It\u2019s a number that tells you how deeply a user is interacting with your product. It\u2019s based on real behaviors \u2014 like how often they log in, what features they use, and how consistently they\u2019re getting value.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366576521\"><strong class=\"schema-faq-question\">How is CES different from just tracking active users?<\/strong> <p class=\"schema-faq-answer\">Active users show up. Engaged users do something meaningful.<br\/>Logging in \u2260 engagement. CES tracks <em>value-generating<\/em> behavior.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366593827\"><strong class=\"schema-faq-question\">What\u2019s the point of tracking CES?<\/strong> <p class=\"schema-faq-answer\">There are three big reasons: <br\/>&#8211; To catch churn before it happens<br\/>&#8211; Find leads who are actually ready to talk<br\/>&#8211; Trigger upsells based on usage patterns<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366646082\"><strong class=\"schema-faq-question\">Can I track CES manually in a spreadsheet?<\/strong> <p class=\"schema-faq-answer\">You could&#8230; but it\u2019ll get messy fast.<br\/>If you&#8217;re serious about it, use a tool like Refiner. You\u2019ll get scoring models, triggers, and segmenting without duct tape.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366689356\"><strong class=\"schema-faq-question\">How often should I check engagement scores?<\/strong> <p class=\"schema-faq-answer\">Daily if you can. CES should be part of your sales, success, and product team&#8217;s workflows.<br\/>Treat it like a pulse check \u2014 not a one-off.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366702097\"><strong class=\"schema-faq-question\">Can I have more than one CES model?<\/strong> <p class=\"schema-faq-answer\">Absolutely. One score might track churn risk. Another might flag upsell potential.<br\/>It\u2019s normal to run different models for different outcomes.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1751366738797\"><strong class=\"schema-faq-question\">What kind of data should I feed into CES?<\/strong> <p class=\"schema-faq-answer\">Think: actions tied to your product\u2019s core value.<br\/>Start with 2\u20133 events like:<br\/>&#8211; Features used<br\/>&#8211; Number of sessions<br\/>&#8211; Pricing page visits<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"<p>No other metric works as well as the customer engagement score when it comes to predicting churn or identifying new upselling opportunities. In fact, measuring the engagement score is by far the best way to:&nbsp; But how do you do it, exactly? How do you create an engagement score for your brand?&nbsp; That\u2019s what you\u2019ll [&#8230;]<\/p>\n<p><a class=\"btn btn-secondary understrap-read-more-link\" href=\"https:\/\/refiner.io\/blog\/customer-engagement-score\/\">Read More&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":774,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"refiner_sidebar_werbeblock":"1222","footnotes":""},"categories":[6],"tags":[],"class_list":["post-403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-led-growth"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>What is the Customer Engagement Score? The Complete Guide<\/title>\n<meta name=\"description\" content=\"What is customer engagement score: Discover how to measure the engagement score to prevent churn and upsell more customers. 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