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CRM KPI Dashboard

4.63 (8 reviews)

Excel CRM KPI Template provides benchmarks for CRM implementation with past year/target comparison and monthly/cumulative analysis!


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Customer satisfaction is the ultimate target of the success of all business. You may have an excellent relationship with your customers but if you don’t even track your activities you may miss out essential points to improve your process. CRM KPI Dashboard helps keeps track of all your relevant and measurable metrics with the customer, and provides benchmarks you can use to assure your service delivery is high quality and consistent.

There are numerous CRM KPI metrics, but, we’re going to look into most used 26 KPIs in different categories of business metrics under five main groups:


Now, let’s see the details of the CRM KPI Dashboard Excel Template.

CRM KPI Dashboard Template Features:

These navigation buttons is for switching between other sections. So here, the first section that you are going to input your own values is Current Year Actual, Current Year Target, and Past Year Actual.

You will find some dummy data we used. But you can also put your own data or add new rows with a new CRM KPI code.


Warning!: Please note that when you add/remove a KPI code, you should change it in other sections as well. For example, if you add a new KPI to CY Actual section, don’t forget to change it in CY Target, PY Actual, and Cumulative.

Furthermore, the template will allow you to see trends forming with the available charts, giving you a clear visual of your CRM activity according to selected KPI.


Finally, the Dashboard shows monthly and cumulative results separately to provide clear view. In this way, you will see past year and company targets comparison.

Detailed Description of CRM KPI Metrics:

CRM-KPI-Dashboard-Excel-Template-Someka-S05-Icon1Customer Interactions

Number of E-mail Marketing Campaign: The total numbers of campaigns are sent monthly to the clients by email.

Email click-through Rate: This metric shows how effective your email actions attract people’s attention and make them click for more information.

Website Conversion Rate: This marketing KPI shows whether your site navigation is set up in a logical order and includes compelling call-to-action.

A number of Sales Call: The total number of sales calls to potential or existing clients per month.

Number of SMS: The total number of sent SMS per month. SMS marketing needs basic investment and more innovation.

Average Interaction Cost: A measure of the average cost of each customer interaction such as email, SMS, calling etc.

Self Service Rate: Generally, Self Service Rate means that a client is able to access your products, campaigns, and services and resolve a problem without personal assistance.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon2Lead Generation

New Leads/Prospects: The number of new leads acquired per month

Cost Per Lead Generated: Cost-per-lead shows the cost of acquiring a new prospect.

Conversion Rate: A page might be visited thousands of times.

Cost per Conversion: As acquiring leads and customers through cost-per-click advertising can be quite expensive, it is highly important to monitor the ROI. Monitor the cost per acquisition, but it’s cost-per-conversion that reflects the actual profitability of paid campaigns.

Retention Rate: This KPI shows the number of clients who keep using your products and engaged to make repeat purchases

Acquisition Rate: This metric can help you understand your market and providing you increase attraction to the new customer’s.

Churn Rate: Also called the attrition rate, this metric shows the percentage of customers who no longer buying your products or services.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon3Customer Services

Number of Complaints: The total number of complaints about user experience.

First Contact Resolution Rate: The percentage of incoming calls that are settled on the initial contact without necessary transfers or follow-ups divided by the total number of incoming request accepted over the similar term.

Average Resolution Time: This KPI metric shows the average number of seconds needed to deal with clients.

Customer Satisfaction Rate (1-5): Once, you supply an experience with product or service to your customers, you should measure how to meet expectation.

Customer Effort Score: CES measures the effort that your customer puts in personally to have the request handled.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon4Business Performance

Length Of Sales Cycle: Start from the moment a lead is created in CRM and end when the sale is closed.

Return on Investment (ROI): A measure of the benefits vs. costs of a project.

Customer Lifetime Value /Profitability (CLV): Once you calculate the average customer lifespan, you can multiply that by customer value to determine customer lifetime value.

Market Share: Market share is the percentage of a market accounted by your company or product that is earned over a specified time period.

CRM-KPI-Dashboard-Excel-Template-Someka-S06-Icon5Customer Loyalty

Repeat Purchase Rate: Also known as purchase frequency. It is the measure of times your average purchases over a year.

Net Promoter Score (NPS): NPS is a reliable performance KPI since it quantifies the satisfaction of your business partner.

Brand Awareness: Brand Awareness is the measure of consumer information and awareness of your company or products.

CRM KPI Dashboard Excel Template Features Summary:

  • Excel CRM Template with Monthly and Cumulative Analysis
  • Comparison with Past Year and Target values
  • Summary dashboard supported with interactive charts
  • Easy to use and nice design to use in presentations
  • Clear on-sheet instructions
  • Compatible with Excel 2007 and later versions
  • Works both on Windows and Mac
  • No installation needed. Ready to use
  • Full Print ready
  • White Label
  • Does not include any VBA macros

This excel template is ready-to-use and provided as is. If you need customization on your reports or in need of more complex templates, please refer to our custom services.

If you liked this template don’t forget to check our KPI Dashboard Templates Collection:
Someka Excel Dashboard Templates for Small Businesses


Watch the video below to see the template in action! Presentantation also includes usage notes, explanations and tips & tricks about the template.



8 reviews for CRM KPI Dashboard

  1. Myles Saulibio

    Someka, it is good and easy to use but I am wondering–is this template can be used by cloud-based? We have mulitple users and intend to place this file in a vpn shared folder. Is this doable?

    • Someka

      Hello Myles!

      Thanks for your feedback.

      This is just an Excel template so you can share your file with your colleagues. Once your payment is confirmed, you will receive an e-mail contains the link and you can instantly download the template to your computer.

  2. Matías

    Soporte perfecto, excelente diseño!

  3. felice cerni


    -helpful customer service. 5-stars****
    -modification -> very flexible 5-stars****
    -dashboard is cool and straight to rhe point 5-stars***


    -weekly results are not available 2-stars**
    -you have only previous and current years comparison (Not yearly based) 3-stars***
    -i would like to know calculation methods of all metrics 2-stars**”

  4. Alysee

    WOrks great. One more question – Why is cumulative averaging data in the CY actual and target tabs? Should it be getting summed? What is the purpose of this?

    • Someka

      Hello Alysee! Thanks for the feedback! As far as you understand, there are 2 types of cumulative calculations. The default is Average Calculation. Because this is one of the most certain ways to comprehend and interpret the results of CY Actual and Target values.
      However, if you just want to use Summed Up quantities, you can copy and paste the INDEX formula from one of the criteria that use this method.

      Please let us know if you have any questions on that!

  5. martinluther

    very good

  6. Alexia Jouvelle

    Exactly what I was looking for! I would like insert additinal line and kpi s how can add in the file?

    • Someka

      Hello Alexia! If you want to add more rows, just select the entire row and press Ctrl + (+) and insert new rows. However, don’t forget to give a new KPI Code to your new row.
      Please do not hesitate to contact us if you still have some questions about it!

  7. philipo selig

    The templtae itself is very easy to work with. It took me less then 3 hours to set everything up (i am not an excel guru). Problem was that when i started add new KPI it for my own metrics i noticed there was more than one formula type. I sent an email to support to understand it and when i didn’t hear back for 2 days. Now I saw the Alysee’s question on reviews and thankfully I’ve got my answer here.

  8. hollywalshe

    It is really great, a lot of features and metrics included, really good design and easy to customize. Customer support is really nice and useful, I had few errors that they were prompt to fix and you can discuss with them of extra customization if required. So far, I’m really happy with this template.

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