Tag: customer defection

Predicting customer defections with Average Latency

Detecting when customers defect and go elsewhere can be more of an art than a science. For most Shopify stores, there isn’t a cancellation that marks when a customer defects. They just stop showing up. That’s why most defect detection relies on measuring how long it’s been since their last order. If it’s longer than …

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Silent Defectors

“If our customers didn’t like our products, they’d let us know” “We don’t get any complaints about that so it’s not a problem” “Customers aren’t buying again but won’t say why” These are all signs of silent defectors. The vast majority of customers who aren’t satisfied with your products will just leave and never buy …

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Detecting customer defection with Customer Purchase Latency

Though RFM can be used to detect customer defection, sometimes it’s too slow to notice the change. In order for an RFM value to change it would require your customer to delay orders for long enough that they fall into the lower 40% of your customer base for Recency. That can cause RFM to lag …

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Last chance customer service

If you’re lucky, customers will tell you when they’re about to defect. Usually through a bad interaction with customer service. Let’s back up a bit though. Most customers don’t want to go someplace else. They just want a store to fulfill their need or solve a problem. When they buy a product, if it meets …

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Using Average Latency for customer defection detection in Shopify

Recently a Repeat Customer Insights customer was asking about customer defection. By default, RFM is used for detecting customer defections (specifically, low Recency scores) but other metrics can be used too. Average Latency is a good next step for defection detection. It can add a finer view on if a customer is active or defected …

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Are holiday customers dormant or gone?

We have a side yard that’s difficult to grow in. Last year I planted a variety of things and only two survived. The area gets lots of sun in late spring and summer but nothing in other seasons so many of the perennial plants struggle. It sucks to put things in and have them fail …

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Take care of loyalty problems before they turn into weeds

I’ve been procrastinating weeding the front planting strip for the past couple of months. I told myself it’s fine because it’s still very wet and cold here. Then I went for a walk a couple of days ago and saw some troublesome weeds starting to flower and set seed in the middle of freezing weather. …

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Missing shipping expectations causing customer defection

Near the end of last month I ordered something from a Shopify store. It shipped with a 5-7 business day delivery but was stuck in the “label created, waiting on package” for a week. The store marked it shipped in Shopify a week before their carrier received it. It’s now crossing the US to get …

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Reactivate your old customers for an easy and profitable boost

I’ve been going through my notes on books I’ve read and saved this gem from Personal MBA: Reactivating old customers is one of the easiest and most profitable marketing activities you have. In ecommerce these are called defected customers, they are the people who haven’t ordered for awhile. They are common enough that there are …

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Defection risk from product changes

Every Friday we try to have a movie night. We order out or order in, watch a movie with our kid and then watch another movie after she goes to bed. One place we order from has our favorite burgers. After trying a few different options I settled on one that comes with jalapenos and …

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