Revenue Intelligence
Customer health scoring and segmentation analytics
Overview
Revenue Intelligence provides deep insights into your customer base. It helps you understand:
- Which customers are your most valuable?
- Who is at risk of leaving?
- Where should you focus retention efforts?
- How healthy is your customer portfolio?
This dashboard uses RFM analysis (Recency, Frequency, Monetary) combined with payment behavior to create actionable customer intelligence.
Intelligence Score
The Score
The Intelligence Score (0-100) represents the overall health of your customer portfolio:
| Score | Grade | Meaning |
|---|---|---|
| 80-100 | A | Excellent customer health |
| 70-79 | B | Good with minor concerns |
| 60-69 | C | Fair, some at-risk customers |
| 50-59 | D | Poor, significant churn risk |
| Below 50 | F | Critical, customer base at risk |
Score Components
The score considers:
- Customer health distribution
- Revenue concentration
- At-risk customer revenue
- Churn rate trends
- New customer acquisition
Key Metrics
Header Metrics
| Metric | Description |
|---|---|
| Intelligence Score | Overall portfolio health |
| Active Customers | Customers with recent activity |
| Total Revenue | Revenue from analyzed period |
| Projected CLV | Customer lifetime value projection |
| Champions | High-value, engaged customers |
| At-Risk Count | Customers showing churn signals |
| At-Risk Revenue | Revenue at risk from churn |
| Retention Rate | Customers retained period-over-period |
| New Customers | Recently acquired customers |
Understanding RFM Analysis
RFM is a proven customer segmentation method based on three factors:
Recency (R)
How recently did the customer purchase?
Recent buyers are more engaged. Long gaps signal disengagement.
| Recency | Score | Meaning |
|---|---|---|
| 0-30 days | 5 | Highly engaged |
| 31-60 days | 4 | Active |
| 61-90 days | 3 | Moderate |
| 91-180 days | 2 | Cooling off |
| 180+ days | 1 | At risk |
Frequency (F)
How often does the customer purchase?
Frequent buyers are loyal. Infrequent buyers may be transactional.
| Frequency | Score | Meaning |
|---|---|---|
| 12+ per year | 5 | Monthly+ buyer |
| 6-11 per year | 4 | Regular |
| 3-5 per year | 3 | Quarterly |
| 1-2 per year | 2 | Occasional |
| Less than 1 | 1 | Rare |
Monetary (M)
How much does the customer spend?
Big spenders are high-value regardless of frequency.
Scored relative to your customer base:
- Top 20% = Score 5
- 60-80% = Score 4
- 40-60% = Score 3
- 20-40% = Score 2
- Bottom 20% = Score 1
Customer Segments
Based on RFM scores, customers fall into segments:
Champions (RFM: 555, 554, 545, etc.)
Your best customers:
- Buy frequently
- Spend heavily
- Recently active
Action: Reward and retain. They're VIPs.
Loyal Customers (RFM: 4-5 in F, varied R&M)
Consistent buyers who may not be top spenders:
- Regular purchase patterns
- Moderate to high frequency
- Stable relationships
Action: Upsell and deepen relationship.
Potential Loyalists (RFM: High R, Low F&M)
New or reactivated customers showing promise:
- Recent purchase
- Not yet established pattern
- Potential for growth
Action: Nurture into loyalty.
At-Risk (RFM: Low R, High F&M historically)
Previously good customers now disengaging:
- Used to buy frequently
- Used to spend significantly
- Haven't purchased recently
Action: Win back before it's too late.
Hibernating (RFM: 1-2 across all)
Inactive customers:
- Long time since purchase
- Low historical frequency
- Low spend
Action: Consider reactivation campaign or accept loss.
Customer Tiers
Beyond RFM, customers are tiered by value:
| Tier | Criteria | Treatment |
|---|---|---|
| Platinum | Top 5% by revenue | White-glove service |
| Gold | Next 15% by revenue | Priority support |
| Silver | Next 30% by revenue | Standard+ service |
| Bronze | Remaining customers | Efficient service |
Dashboard Sections
Customer Health Matrix
Visual grid showing customers by RFM segment:
- Size = Revenue
- Color = Health (Green/Yellow/Red)
- Click to see segment details
Top Customers
Ranked list of highest-value customers:
- Revenue (YTD and trend)
- RFM scores
- Health status
- Days since last purchase
At-Risk Analysis
Customers showing churn signals:
- Revenue at risk
- Last purchase date
- Decline in activity
- Suggested actions
Revenue Concentration
- Pie chart of revenue by tier
- HHI concentration index
- Top customer dependency
Customer Lifetime Value
Projected total value of customer relationships:
- Average CLV
- CLV by segment
- Trend over time
Churn Analysis
- Current churn rate
- Churn by segment
- Revenue impact of churn
- Comparison to industry benchmarks
Using the Dashboard
Daily
- Check for any Champions becoming At-Risk
- Review new customer additions
- Monitor any active win-back campaigns
Weekly
- Review At-Risk customer list
- Check concentration risk
- Plan customer outreach
Monthly
- Analyze segment migrations (who moved up/down?)
- Review CLV projections
- Assess retention rate trends
- Plan segment-specific strategies
Quarterly
- Full segment review
- Adjust tier thresholds if needed
- Update customer strategies
- Set retention targets
Configuration Options
Access via Settings → Revenue Intelligence:
RFM Weights
| Weight | Purpose | Default |
|---|---|---|
| Recency Weight | Importance of recency | 25% |
| Frequency Weight | Importance of frequency | 25% |
| Monetary Weight | Importance of spend | 30% |
| Payment Weight | Payment behavior factor | 20% |
Recency Thresholds
| Setting | Purpose | Default |
|---|---|---|
| Good Recency | Days for "good" status | 30 |
| Warning Recency | Days for "warning" | 90 |
| Critical Recency | Days for "at-risk" | 180 |
Health Score Settings
| Setting | Purpose | Default |
|---|---|---|
| Good Threshold | Score for "good" | 80 |
| Warning Threshold | Score for "warning" | 60 |
| Critical Threshold | Score for "at-risk" | 40 |
CLV Settings
| Setting | Purpose | Default |
|---|---|---|
| Projection Years | How far to project CLV | 5 years |
| Discount Rate | Time value of money | 10% |
Best Practices
Focus on At-Risk, Not Hibernating
At-Risk customers (recently disengaged high-value) are worth saving. Hibernating customers may be gone forever — don't waste resources.
Don't Neglect Champions
It costs more to acquire customers than retain them. Keep Champions happy.
Address Concentration Risk
If one customer is 40% of revenue, that's dangerous. Actively diversify.
Make RFM Actionable
Each segment should have a clear strategy. RFM without action is just academic.
Combine with Qualitative Data
RFM is quantitative. Combine with what sales and service know about customers.
Common Questions
Why is a big customer scored low?
RFM considers recency. A customer who spent $1M last year but nothing in six months scores lower than one spending $100K per quarter consistently.
How accurate are CLV projections?
CLV uses historical patterns projected forward. It's most accurate for stable, established customers. Take projections for new customers with a grain of salt.
Can I customize segment definitions?
Segment boundaries are fixed, but you can adjust the RFM thresholds that determine scores.
What's a good retention rate?
Varies by industry:
- B2B services: 90%+
- B2B products: 80-90%
- B2C subscription: 70-85%
- B2C retail: varies widely
Should I worry about concentration?
Yes, if any customer is more than 10-15% of revenue, or your top 5 customers are more than 40% of revenue, you have concentration risk.
Related Dashboards
- Liquidity — Customer payment timing
- Profitability — Customer margin analysis
- Sentinel — Unusual customer activity