RFM explained: how recently, how often and how much customers buy
Understand three purchase-history signals, group customers for relevant follow-up and check whether a reward creates extra business.
Perksmith4 min read
Read the articleFresh thinking
for the next visit.
Why did a customer come back? What makes a useful reward? When does a message become too much? Explore the relationships behind repeat business.
From the journal
Ideas to put to workA practical foundationNeed the fundamentals?
Need the fundamentals?
Start here.
Before you shape the next offer or choose a setup, get clear on what the reward means and how you will judge it.
Give the idea a jobStart with a situation.
Start with a situation.
Then ask what changed.
Choose the customer situation you want to change, the action you want to encourage and the way you will judge the result. An encouraging observation can start a useful conversation; a comparison helps you understand whether the campaign made the difference.
See the workflows