A product and customer success metric that measures the amount of time it takes for a new user or customer to achieve their first meaningful success or benefit from a product or service. Unlike traditional time-to-implement or time-to-onboard metrics, which focus on when a setup process is complete, TTFV emphasizes when the user first experiences real value, something that justifies their decision to adopt the solution.
For example, in a CRM platform, the first value might be successfully importing a contact list and launching an email campaign. In a data analytics platform, it might be creating a dashboard with actionable insights.
Reducing TTFV is a key goal for SaaS companies, as it correlates strongly with activation, retention, and overall customer satisfaction. The faster users reach that first win, the more likely they are to continue engaging, upgrading, and advocating for the product.
Strategies to reduce TTFV include
- Pre-built templates or guided onboarding
- Contextual tooltips and walkthroughs
- Personalized setup based on use case
- Proactive customer success outreach
By aligning product experience with the customer’s definition of value, TTFV becomes not just a technical milestone but a driver of long-term loyalty and growth.