Who your business actually serves.
WHAT TO ANALYSE
Revenue by customer Margin by customer Frequency of purchase Recency of last purchase How they were acquired
WHAT YOU WILL FIND
A small proportion producing a large share of revenue Customers who buy often and contribute little margin Customers who have quietly stopped
WHAT TO DO ABOUT EACH
Protect the valuable ones deliberately Reprice or reconsider the unprofitable ones Contact the lapsed ones
THE LAPSED LIST
The cheapest sales activity available.
WHAT TO SEGMENT BY
Type, size, source, and what they first bought.
WHY THE FIRST PURCHASE MATTERS
It frequently predicts value and retention.
WHAT THAT TELLS YOU
Which entry products lead to good customers.
WHAT TO TRACK OVER TIME
Whether your customer base is concentrating or spreading.
WHAT CONCENTRATION MEANS
Risk. Losing one customer matters more.
WHAT TO REVIEW
Quarterly.
