Knowing whether you keep customers.
WHAT TO MEASURE
How many customers buy more than once How long between purchases How many stopped buying Revenue from existing versus new customers
WHAT MOST BUSINESSES CANNOT ANSWER
How many of their customers are repeat customers.
WHY
No record connecting purchases to people.
WHAT TO SET UP
A customer record: who bought, what, when.
For a shop, your platform does this.
For a service business, a spreadsheet is sufficient.
WHAT THAT ENABLES
Seeing who has not bought recently Seeing who buys most Contacting people deliberately
A SIMPLE MEASURE
Of customers who bought last year, how many bought again this year?
That single figure tells you a great deal.
WHAT A LOW FIGURE MEANS
Either your product does not warrant repeat purchase, or you are not giving them a reason.
WHAT TO REVIEW
Quarterly.
