The KPI You’re Not Tracking (That’s Costing You Repeat Business)

It’s no secret that in recruitment, we love a KPI.

We track calls, CV sends, interviews, BD calls, and conversion rates.

But what do we actually do with them?

Usually, not much. At least not in a meaningful way.

Most KPIs are used as a form of performance management, the kind where you’re told to “do more and be better.” There’s rarely any coaching behind the numbers, no real development. Just another report to review and another stick to be beaten with.

It’s the “all metrics, no meaning” approach, and it kills morale, motivation, and performance.

We like to think we’re tracking everything that matters, but there’s one KPI that most recruiters never measure…

and it’s the one that really drives long-term success.

How Many Clients Would Actually Pick Up If They Saw Your Number Again?

Think about it.

We all say relationships are key. We all claim that “great service” is what sets us apart.

But how many recruiters have a measurable way of tracking that?

Most clients don’t leave because of price or process, they leave because the experience was forgettable.

And in a market full of recruiters all promising “great service,” being memorable is what actually creates loyalty.

The Bike Shop Test

Let me give you an example.

There are five bike shops near me. I go out of my way, literally drive past two of them, just to go to one that’s slightly more expensive.

Why?

Because they get it right every time.

They remember my name.

They give honest advice.

They make it easy.

It’s not about the cost.

It’s about the experience.

Recruitment works the same way.

Clients can switch recruiters as easily as I can switch bike shops.

If your service doesn’t stand out, they’ll move on, and they probably won’t even remember who you were.

So ask yourself again:If your client saw your number pop up, would they answer it?

Why Client Experience Impacts Every Metric

Improving the client experience doesn’t just make you “nice to work with.”

It directly improves every measurable result you already track.

·        Conversion rates: Clients who trust you give quicker feedback and commit faster.

·        Interview-to-placement ratio: Better communication means fewer mismatches.

·        Repeat business: Smoother experiences build long-term loyalty.

·        Referrals: Great experiences get talked about — and that’s free business development.

When you deliver an experience that clients remember, you become their default choice. Not just their last recruiter.

Introducing the Client Experience KPI

If you really want to grow sustainably, you need to measure what matters.

Try introducing a Client Experience KPI. Something that reflects how clients feel about working with you.

It could be:

·        The number of referrals you receive

·        The number of client testimonials you collect

·        Your repeat business ratio

·        Or even a simple Great Recruiter Score

·         

Whatever it is, it should measure the quality of the experience not just the quantity of your activity.

Because the truth is, placements come from people who trust you.And trust comes from delivering memorable experiences, consistently.

How to Improve Client Experience

Here are a few quick wins you can put in place straight away:

✅ Clear and regular communication: Never leave clients guessing where things stand.✅ CV review meetings: Discuss profiles before sending. It shows care and saves time.✅ Provide insights: Be the recruiter who adds value beyond candidates.✅ Streamline processes: Remove friction. Make it easy to work with you.

Small changes like these create massive returns, in reputation, relationships, and revenue.

Final Thought

Recruitment isn’t just about making placements, it’s about creating partnerships.

So, instead of asking, “How many CVs did I send?” start asking,

“How many clients would recommend me?”

That’s the KPI that actually matters.