Intelligence · Customers
What a customer really earns.
Who comes back, what a customer earns you and what a new customer may cost.
Parts
What you see.
Who comes back
New and returning customers, the time to the second purchase and who drops off.
What a customer brings
What a customer earns you over time, after returns, per first product and per channel they came from.
What a new customer may cost
Cost per new customer next to customer value, and how fast you earn it back.
Why, and what next
Ask through to the cause.
A report tells you what happened. Here you keep asking until you know why.
Are customers from a welcome discount worth less?
- How often do they buy again, compared with other new customers?
- How much do they return?
- What do they earn over time, in profit?
What you do: Review or cap the welcome discount.
- Customers
- Profit
- Channels and advertising
What may a new customer cost, per channel?
- What does a customer from that channel earn over time, in profit?
- How soon does the second purchase come?
- Which first product brings customers back more often?
What you do: Agree a maximum per new customer and choose the entry product.
- Customers
- Channels and advertising
- Products
Which loyal customers are we about to lose?
- Who bought regularly, and has been away longer than usual?
- Did that customer have a return or a complaint?
- What has that customer earned so far?
What you do: Start a win-back with the customers who are worth it.
- Customers
- Profit
Steering
What you do with it.
Every number comes with something you can adjust.
Maximum per new customer
A target for cost per new customer per channel, based on customer value.
Prompt a second purchase
An email after the first order, at the moment the second one usually comes.
Win back lapsed customers
Reach out to customers who stay away longer than usual.
Choose the entry product
Aim ads at first products with the highest customer value.
Review the welcome discount
Lower the welcome discount or replace it with another offer.
Follow up on reviews
On marketplaces, fix the cause of negative reviews and respond.
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