Customer Metrics

Designed to help mutual banks understand customer behaviour and value—providing a clear, actionable view of engagement, profitability, and opportunity.

Understand behaviour. Pinpoint value. Drive smarter engagement.

In a data-rich but time-poor environment, knowing what to measure — and how to interpret it — is essential. Traditional satisfaction metrics only capture part of the picture. What matters most is understanding contribution to profit, likelihood to grow, and risk of leaving.

Spark’s Customer Metrics give mutual banks a clear, business-focused view of performance and opportunity. Built for executives, marketers, and frontline teams, these metrics translate behavioural and financial signals into actionable insight.

Already widely adopted across the sector, they provide a consistent framework for internal tracking and benchmarking.

The Core Metrics

  • Customer Engagement Score (CES)

    CES measures how connected a customer is based on 26 behavioural and product characteristics — including account activity, product usage, digital adoption, and transaction patterns. It updates daily, offering a real-time view of engagement.

    Customers with higher CES typically:

    ✓ respond more often to offers and campaigns

    ✓ show higher retention and longer tenure

    ✓ are stronger advocates for your brand

    ✓ display higher correlation with Customer Value

  • Customer Value

    Customer Value quantifies each customer's net revenue, combining net interest income and customer-originated non-interest income.
    This gives your organisation a unified, financially sound view of profitability at the customer level, enabling teams to:

    ✓ identify high-value customers

    ✓ tailor strategies to retain or grow that value

    ✓ prioritise investment with shared understanding across teams

Behaviour Quadrant

A practical segmentation model based on behaviour and value

The Behaviour Quadrant maps customers using two dimensions:

Value — their net contribution to the business

Behaviour — how actively they engage and transact

This produces four actionable segments:

  • MFI (Main Financial Institution)

    High value, highly engaged. These customers see you as their primary banking relationship. Retention is essential for long-term growth

  • Transactors

    Highly engaged but currently lower value. Often new or early-journey customers with strong growth potential.

  • Product-Focused

    High value, low engagement. Typically holding key products (e.g., home loans) but interacting infrequently. Presents opportunities to deepen loyalty and increase advocacy.

  • Passive

    Low value, low engagement. Dormant or disengaged customers at higher risk of attrition. Re-engagement strategies are critical here.

Best Practice

  • Stakeholder Collaboration

    Align metrics with strategy, calibrate with your own data, and help stakeholders interpret insights.

  • Modelling & Deep-Dive Analytics

    Use engagement characteristics for profiling and modelling to uncover value-driving behaviours and growth opportunities.

  • Metric Convergence

    Combine Spark’s metrics with your own (such as CSAT or NPS) for a richer, more complete view of performance.

  • Transparency & Benchmarking

    Access dashboards and peer benchmarking through Spark’s Performance Analytics services.

  • Visualised for Action

    All metrics are delivered through intuitive Power BI dashboards, making it easy to explore, filter, and share insights. Dashboards can be deployed in your environment or securely hosted by Spark.

Ready to turn insights into action?

Discover how unifying your customer data can enhance engagement and improve operational efficiency.

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