Customer value
1.3 million customers analysed to find where the money actually was.
A customer loyalty and value review across 1.3 million customers. The high-value segment bought 2.5 times more often and was worth three times the average customer, which changed where investment went next.
- Scale
- 1.3 million customers analysed
- High-value segment
- 2.5x average purchase frequency
- Value
- 3x average customer value
The situation
Best & Less had a large customer base and a loyalty question. Which customers matter most, and what should the business do differently for them?
Averages are the enemy of that question. A single average customer figure hides the fact that most of the value sits with a minority of people.
The work was run through the Front Foot Customer Value Model.
The approach
- 01
Discovery
Establish what data exists, what it can honestly support, and what it cannot.
- 02
Prioritisation
Rank the opportunities by commercial value rather than by ease of delivery.
- 03
Definition
Define the segments and what each is genuinely worth to the business.
- 04
Build
Turn the definition into something the business can act on. Delivered with partner Ian Bennett through a four-stage HELICOPTER process.
The client's view
Anton and Ian led a very considered approach to our customer loyalty review. Their data-led insights helped to prioritise areas of focus and clearly articulated the value this would create for the business.
The result
- 1.3 million customers analysed and segmented.
- The high-value segment bought 2.5 times more often than average.
- That segment was worth three times the average customer value.
- Areas of focus were prioritised on evidence, with the value to the business stated up front.
What this work is
Customer Value Analysis, in practice
The Best & Less engagement is one example of how this kind of work runs. The approach is sized to the decision, not to a retainer.
See how customer value analysis works →Recognise any of this in your own business?
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