Customer value groups, churn risk and the next order
Every night each customer with orders gets an RFM score and a value group, such as Champions or At Risk. They also get a churn risk from how late they are against their usual gap. Then the date their next order is expected and the channel they answer on most.
PLANSScale only
The problem it solves
- Your best customers get the same discount blast as people who bought once.
- A regular stops ordering, and you notice three months later.
- Nobody knows whether to reach a customer on WhatsApp or by email.
How it works
- Turn on Revenue by Source (Growth). From then on, orders, store orders, point of sale and paid chat carts are recorded against each customer.
- Every night, for each Entity, the orders of the last two years are scored.
- Each customer gets Days Since Last Order, Orders and Spent over 12 months, an RFM Score from 1 to 5 each, and a Value Group.
- Churn Risk compares days since their last order with their usual gap between orders, and Next Order Expected adds that gap to their last order.
- Use the value groups in segments, then win back At Risk customers with a journey or a WhatsApp broadcast.
Everything it does
On each customer
- Days Since Last Order, Orders (12 Months), Spent (12 Months)
- RFM Score: recency, frequency, money, each 1 to 5 (5 is best), against your own customers in fifths
- Value Group: Champions, Loyal, Promising, New, Needs Attention, At Risk, Cannot Lose, Hibernating, Lost
- Churn Risk: High at twice their usual gap or more, Medium from 1.3 times, else Low; with one order, against 90 days
- Next Order Expected: last order plus their usual gap
- Answers Most On: the channel they wrote on most in 6 months (email, WhatsApp, Instagram, Messenger, web chat)
Where you see it
- The Customer Value tab on a contact
- Marketing > Reports > Customer Value (managers): value groups against churn risk, with money spent
- Contacts: the High Churn Risk filter and group by Value Group
Using it
- Segment rules In a Value Group and Churn Risk Is High
- Journeys and broadcasts on those segments
Who uses it
Marketing ManagerReads the Customer Value report and plans win-backs.
Marketing UserBuilds segments and journeys on value groups.
OwnerSees who the best customers are and who is slipping away.
Where you use it
- Web: Marketing > Reports > Customer Value, and the Customer Value tab on a contact
- Not in the phone app: this is done on the web. The SmartMy Marketing app covers chats, contacts, posts, leads and campaigns
What you control
Settings
- Scoring runs every night (a scheduled job)
- Orders scored: the last 2 years; figures over 12 months
Questions
Where do the orders come from?
From Revenue by Source: confirmed sales orders, point of sale and online store orders through journeys on purchases, and paid chat carts.Will it use our last two years of sales?
No. It counts orders recorded after Revenue by Source starts running. The scores fill in as orders come.Can we change the groups?
No. The nine groups and their rules are fixed. Segments let you pick any mix of them.Which plan has it?
Scale. It needs Revenue by Source, which starts in Growth.Related features
AUDIENCESegments on fields and behaviourPick people by what they are and what they did. Use tags, lists, consent, emails opened or clicked, chats, broadcasts read, forms sent, pages viewed and purchases. Segments refresh every hour and feed journeys, broadcasts and Meta ad audiences.AI AND SELLINGRevenue by sourceEvery confirmed order, online store order and paid chat cart is credited to the customer's last marketing touch. You see which broadcast, sequence, lead ad or chat brought money, not only clicks.CAMPAIGNSJourneys on purchases: ordered, delivered, paid, buy again, stopped buyingStart a journey from what customers buy: an order confirmed, delivered or paid, or a quotation left open. Or the time to buy again, or no purchase for a while. Sales orders, counter bills and online store orders all count.CAMPAIGNSJourneys: triggers, waits, If / Else, tags, tasks and goalsAutomate what happens after someone enters. Wait, send an email or WhatsApp message, and branch on a reply or a tag. Tag people, give someone a task, and end at your goal.CAMPAIGNSBroadcasts on WhatsApp and email, at a set speed, with follow-upsSend one approved WhatsApp template or one email to a whole audience, now or at a set time. The speed keeps within your number's limit and your mail server's rate. Afterwards, follow up only the people who did not read, click or reply.
See your inbox and campaigns on it.
Tell us which channels your customers use, how leads reach you and how many people answer them. We will connect a channel with you and run your first journey.