New! Engagement Score: A Better Way to Measure Customer Activity

Engagement Score is a new, statistically grounded metric in Base that shows how actively each customer participates across your advocacy portal and community. It replaces surface-level signals like logins or task counts with a single reliable score — so you can spot champions, catch early disengagement, and act at the right moment.

Your advocates are active. Now you can finally see how active.

Until now, understanding customer engagement often meant relying on surface-level signals like logins, clicks, or task counts. Useful, but incomplete. Engagement Score changes that by giving you a clear, reliable way to understand how engaged each customer truly is across your portal and community.

What is Engagement Score

Engagement Score is a statistically grounded metric that reflects real advocate behavior over time. It is calculated using a combination of portal activity and community involvement when connected. Instead of simple tallies, it delivers a meaningful signal you can trust.

This allows you to move beyond guesswork and see engagement as a measurable, comparable, and actionable insight across your entire advocate base. It sits alongside health scoring as a leading indicator of retention, advocacy willingness, and expansion potential.

Why reliable engagement measurement matters now

The shift toward customer-led growth has made engagement measurement a strategic priority, not a vanity metric. According to Forrester's 2024 US Customer Experience Index, even a minor improvement in CX quality can add tens of millions of dollars in revenue by reducing churn and increasing share of wallet — but only if you can see the signals early enough to act.

A separate Forrester Consulting study of more than 1,200 global marketing decision-makers found that 75% consider real-time experience data important or critical, yet less than half currently collect it. That's the gap Engagement Score is built to close — turning raw activity into a decision-ready signal your team and your executives can trust.

How Engagement Score works

Not all activity is equal. Some advocates are consistently involved, while others may appear active but are slowly disengaging. Engagement Score helps you distinguish between the two.

With this addition, you can:

• Identify your strongest and most reliable advocates
• Spot early signs of drop-off before engagement fully declines
• Understand participation trends at an individual level
• Make smarter decisions about outreach, rewards, and activation

Built for action, not just reporting

Engagement Score is designed to be used, not just observed.

You can apply it directly to campaign segmentation, reporting, and performance analysis. Segment advocates based on engagement level, tailor campaigns to re-engage those at risk, and highlight high-performing customers for advocacy, references, or community leadership.

Because the metric is statistically sound, it holds up across reporting and executive conversations, not just day-to-day program management. It plugs directly into the Base Control Center, so your CS, marketing, and GTM teams all work from the same engagement view.

See engagement over time with a 30-day trend

In addition to the score itself, you get a 30-day engagement trend for each advocate. This makes it easy to see who is gaining momentum and who may be slipping.

Instead of reacting after engagement drops, you can take action at exactly the right moment — triggering engagement automation, re-activation campaigns, or escalations to CS owners.

Where to find Engagement Score

You can access Engagement Score by going to: Users and Accounts > Users Dashboard > select a User Profile > open the Engagement tab.

A clearer view of advocate health

Engagement Score gives you a deeper, more accurate understanding of advocate activity and health. It brings clarity to segmentation, confidence to reporting, and precision to action.

Want to see how it works alongside the rest of the Base advocacy toolkit? Look at our related releases — Levels by Points for gamified engagement, and Conversational BI for asking questions of your engagement data in plain English.

This is another step toward helping you run more effective, data-driven advocacy programs.

Frequently asked questions

What is a customer engagement score?

A customer engagement score is a composite metric that measures how actively and meaningfully a customer interacts with your product, portal, or community. In Base, Engagement Score combines portal activity and community involvement into a single statistically grounded signal that is comparable across your whole advocate base.

How is Base's Engagement Score calculated?

It uses a weighted combination of portal activity and connected community involvement over time. Because it is statistically normalized, scores are comparable across customers — a "high" score means the same thing from one account to the next.

How is Engagement Score different from a customer health score?

A health score is a broad composite that typically includes product usage, support tickets, renewal signals, and sentiment. Engagement Score zooms in on one piece of that picture — how actively a customer participates in your advocacy and community programs — which is a stronger leading indicator for advocacy willingness, references, and expansion than for core product retention alone.

Where does Engagement Score fit in a customer-led growth program?

It sits at the heart of the activation loop. Once you identify your strongest advocates and early drop-offs, you can route them into targeted plays — nomination for references and reviews, re-engagement campaigns, or direct outreach from your CS team. Pair it with Voice of Customer to close the loop from engagement signal to action.