Loyal customers who just reordered are prime candidates for high-touch customer service

Yesterday I wrote about finding loyal customers who spent the most.

Another angle is to find loyal customers who just ordered. This could be useful for a 1-on-1 phone call or follow up to build loyalty.

The Loyal and VIP automatic customer segments in Repeat Customer Insights are very similar so instead of using the automatic segments one-by-one, you can filter the RFM scores directly.

In RFM-speak, loyal customers have a high Frequency (4 or 5) and high Recency (3, 4, or 5). VIPs have 5's in both.

So to find the recent customers, you'll want to use only Recency 5 and combine that with Frequency 4 or 5 for the loyalty. These are the customers who most-frequently order and that have ordered most recently.

Whew. That's a mouthful, but it'll be a pretty powerful segment.

Your efforts might not land another sale right now (since they just ordered) but could build up goodwill so they end up making an order in the future. It could also promote word-of-mouth marketing as a low-cost way of attracting new customers.

With these RFM score filters, you can easily hone in on specific customer segments. With 125 total RFM score combinations, you have a lot of options for segmenting and sub-segmenting.

These RFM score filters are setup in each Repeat Customer Insights account automatically. You don't have to think about how to create the segments, the app will do it for you.

Eric Davis

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Topics: Customer loyalty Customer service High touch

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