{"id":3106,"date":"2018-04-02T12:08:03","date_gmt":"2018-04-02T12:08:03","guid":{"rendered":"http:\/\/www.possiblenow.com\/resources\/?p=3106"},"modified":"2025-07-03T16:02:50","modified_gmt":"2025-07-03T16:02:50","slug":"defining-meaningful-metrics-6-soft-kpis-to-measure-customer-preference-collection","status":"publish","type":"post","link":"https:\/\/www.possiblenow.com\/resources\/customer-insights\/defining-meaningful-metrics-6-soft-kpis-to-measure-customer-preference-collection\/","title":{"rendered":"Defining Meaningful Metrics: 6 Soft KPIs to Measure Customer Preference Collection"},"content":{"rendered":"\n
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Measuring metrics and data can be overwhelming and confusing. Have you ever had trouble deciding where to start?<\/p>\n\n\n\n

Do you remember our previous blog series 5 Key and Measurable Reasons to Adopt Preference Management? We discussed some hard KPIs that may be the initial motivator for a company to implement a preference management system. There are plenty of other reasons in addition to those 5, though. We refer to those as “soft” KPIs. They’re generally not the #1 reason a company wants a preference management system<\/a>. However, they definitely make a difference when looking at whether it’s been effective or is important to continue. Many of these soft KPIs have more to do with customer retention, instead of new customer conversion.<\/p>\n\n\n\n

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What Are Soft KPIs and Why Do They Matter in Preference Management?<\/h2>\n\n\n\n

Soft KPIs, or qualitative performance indicators, measure customer perception, sentiment, and engagement\u2014factors that are crucial to long-term retention but often harder to quantify. Unlike hard KPIs, which track direct revenue impact, soft KPIs assess how customers feel<\/strong> about a brand, its communication strategy, and their overall experience.<\/p>\n\n\n\n

For instance, customer trust<\/strong> and perceived ease of engagement<\/strong> directly influence opt-in rates for marketing communications. If customers feel overwhelmed by excessive messaging or irrelevant content, they are more likely to disengage. On the other hand, when organizations offer clear preference options, customers are more likely to stay connected, which ultimately strengthens retention.<\/p>\n\n\n\n

In today\u2019s digital-first marketing ecosystem, where personalized experiences are expected, soft KPIs provide a leading indicator<\/strong> of future customer behavior. If trust and satisfaction decline, churn rates will soon follow. Tracking these metrics helps businesses proactively adjust their preference management strategies to keep customers engaged before issues impact revenue.<\/p>\n\n\n\n

The Harvard Business Review found that it’s between 5-25x more expensive to gain a new client than to keep an old one. <\/h2>\n\n\n\n

The range depends on what industry you’re in – but measuring customer retention is valuable.<\/p>\n\n\n\n

Companies’ marketing ecosystems are increasingly complex. To help cut through the clutter, you have to be specific about which metrics matter. Performance measurement needs to focus on the lifecycle of the customer and how likely customers are to engage with your brand. “Customer Interaction” metrics focus on retention rather than conversion. Those metrics need to be shared across teams and life-cycle stages.<\/p>\n\n\n\n

Because these metrics gauge the customers’ perception, they are more difficult to quantify. That means there needs to be agreement across the organization about the right data to track. Once you know what data is important, you’ll be able to identify the baseline information. And once you know your baseline, you’ll be able to track and measure success.<\/p>\n\n\n\n

6 Examples of “Soft KPIs”<\/h2>\n\n\n\n