You've heard the sage business advice that it is less expensive to retain customers than to acquire new ones and that existing customers can yield considerably more revenue than many businesses actually capture. Considering the fact that during uncertain economic times customers are more apt to purchase from established, trusted vendor relationships rather than enter into new ones.
This may be a good time to take a closer look at how to increase profits from your existing customer base and
- How recently has a customer purchased?
- How frequently does a customer purchase?
- What is the monetary value of a customer's purchases?
- What is a given customer's velocity (+ or -) relative to the collective base?
RFM scoring is generated by attributing a value to each parameter. Velocity is calculated to show a given customer's trend, up or down, relative to the midpoint RFM score for all customers. The scores give simple quantitative indicators to identify and segment your customers by their historic buying behavior and trend direction.
You can use this information to create unique marketing messages designed to prompt purchasing behavior of customers with similar scores, for example, an offer of bundled products or quantity incentives targeted at customers with low monetary but high frequency scores. For retention control initiatives, filter on low (-xxx) velocity scores which indicate customers you're at risk of losing. Those with high monetary scores you might task Account Mangers to follow-up with directly and for midlevel monetary scores, a customized email, call down, or mailing campaign might be appropriate to reengage and generate new interest.
RFM scoring is a great tool for the Marketing department, but should be shared among other departments too. Customer facing employees who have been instructed on what the score values mean to your business can use the information to turn otherwise general customer interactions into new opportunities.
Take for example a scenario where a customer who made a significant purchase long ago but has not been engaged with your organization since, suddenly contacts your Customer Service department. A customer service representative should be able to look up the customer account record in your CRM (Customer Relationship Management) system and quickly see their RFM score which would indicate both risk and opportunity. Along with taking care of the
At Axonom, we typically find that most businesses have the data for RFM scoring; it's just a matter of using the right software to generate the scores. Find out
By Axonom – Global ISV for Microsoft Dynamics CRM