CRM Dashboard

The CRM Dashboard provides a detailed view of VIP customer activity, spend, and return behavior. It combines sales, loyalty, and return metrics into one screen, enabling you to monitor customer engagement and value at a glance.

This dashboard is designed to:

  • Track the performance of returning and new customers.
  • Highlight spend patterns across CRM and E-commerce channels.
  • Provide insight into customer loyalty and segment distribution (RFM).
  • Support decision-making for marketing, loyalty, and retention initiatives.



Key Sections

1. Period Table

The table at the top displays customer performance by month.

  • Period – The reporting month.
  • Total Cust – Number of customers active in the period.
  • Returning Cust – Number of repeat customers.
  • Return Rate % – Percentage of customers returning.
  • Avg Trans $ – Average transaction value.
  • Avg Cust $ – Average customer spend.
  • % Tot Sales – Percentage of sales attributed to VIP customers.
  • Avg $ New Cust – Average spend from new customers.
  • Avg $ Ret Cust – Average spend from returning customers.

This section helps compare new vs. returning customer behavior and identify shifts in spending patterns.


2. Sales Trend Chart

The line chart at the bottom tracks sales over time.

Tot Sales (green line) – All customer sales.

CRM Sales (purple line) – Sales from CRM-driven activity.

Ecomm Sales (blue line) – Online sales.

This view makes it easy to see sales growth, seasonal peaks, and the effectiveness of CRM vs. online channels.


3. RFM Split

On the right, the RFM (Recency, Frequency, Monetary) Split shows customer segments as a donut chart.

  • The RFM model classifies customers into different types based on their Recency, Frequency, and Monetary values. Here’s a detailed explanation of each RFM label:

Champions:

  • Definition: Customers who have made recent purchases, buy often, and spend the most.
  • Characteristics: Highly engaged; often respond positively to marketing and loyalty campaigns.

Loyal Customers:

  • Definition: Customers who frequently buy and have a good spending level, but may not have made a recent purchase.
  • Characteristics: Valuable for retention, but may need re-engagement strategies to bring them back.

Active Customers:

  • Definition: Recent purchasers who are active but may not have the highest spending or purchase frequency.
  • Characteristics: Potential for upselling or cross-selling, often receptive to special offers.

Promising:

  • Definition: Customers with moderate levels of purchasing and spending who show patterns indicating they might become more engaged.
  • Characteristics: Recent engagement indicates potential; they may just need encouragement to buy again.

Needs Attention:

  • Definition: Customers who have not purchased recently but show regular purchase patterns.
  • Characteristics: At risk of lapse; strategies should focus on reminders, offers, or targeted marketing to reignite interest.

Almost Lost:

  • Definition: Infrequent purchasers who spend some money but show signs of drifting away.
  • Characteristics: Requires immediate marketing intervention to prevent complete churn.

At Risk:

  • Definition: Customers who initially showed high engagement but have not purchased recently.
  • Characteristics: Likely to churn; targeted re-engagement efforts are crucial.

Dormant:

  • Definition: Customers who have not engaged or purchased for a long time.
  • Characteristics: Considered lost; revitalisation efforts may yield low ROI.

Previously Loyal:

  • Definition: Customers who were once engaged and spent well but have significantly dropped off.
  • Characteristics: Important to identify and may require special tactics to win back.

Summary

RFM labels help businesses identify customer segments for targeted marketing efforts, aiming to enhance customer retention, engagement, and overall profitability. Each type requires specific strategies to effectively manage and revitalize customer relationships.

How to Use

Identify trends: Spot increases or drops in return rates and average spend.

Target campaigns: Use RFM segments to tailor promotions for Champions, Loyal Customers, or at-risk groups.

Evaluate channels: Compare CRM and E-commerce sales to optimize investment.

Measure retention: Track returning customer spend vs. new customer spend to measure loyalty program success.