It’s easier and more profitable to maintain an existing customer relationship than it is to acquire a new one, that’s why we created the Lapsed Customer Report.
This report allows you to easily identify which customers have not placed orders over a significant period of time. Once these “lapsed” or inactive customers have been identified, you can take action to re-engage them - whether through a promotional offer or otherwise.
To access this report, go to the Customer Reports tab in the Intelligence section.
Some things you need to note when setting up a Lapsed Customer Report:
Defining the time range
Depending on the nature of your business, you will have different definitions of the level of inactivity that is required before a customer is considered lapsed. For example, a B2B business will probably allow for a longer lapse time than a B2C business.
By clicking on the date range drop-down, you can select a custom date to identify lapsed or inactive customers who have not ordered since that day.
Next to the Show Me field is an option to expand a list of the metrics available in this report. Click on the metrics that you want to display on the report and a green check mark will appear to indicate that it has been selected. Finally, click on the Run Report button to refresh the report to include the selected metrics.
Filter and sort list
You may also want to include or exclude certain accounts and re-order the list. This is done using the “Add filter” button, which allows you to select and define which customer accounts are displayed in the report.
To re-order the list, you can click on the column headers to sort the data alphabetically, by numeric value or last order date.
Having an aggregate of a customer’s order history is useful in managing a long list of lapsed customers. It also allows you to prioritize who to reach out to.
Total Order Value is a sum of revenue from all the orders in a particular customer account. Average Order Value is defined as Total Order Value divided by Order Count.
Export for external communications
Once the report has been defined and formatted, the Manage Report button allows you to export it in a .csv format for external use.