RFM (Recency, Frequency, Monetary Value), Explained in 600 Words or Less

One acronym you might have read about while researching customer data platforms is RFM. It stands for "Recency, Frequency, Monetary Value," and analyzing these data points can provide you with a fuller picture of your customer base.

Keep reading to learn more about the purpose of an RFM analysis:

These three factors can be used to reasonably predict how likely (or unlikely) it is that a customer will re-purchase from a company.

RFM analysis classifies customers with a numerical ranking for each of the three categories, with the ideal customer earning the highest score in each of the three categories. So, for example, depending on the purchase cycle of your company's product or service you might evaluate customers for recency on a scale of 1-10, with a score of 10 indicating the customer had made a purchase from your company within the last month, and a score of 1 indicating that their last purchase was 10-12 months prior.

一旦公司决定了bob全站app这三个类别中的每个类别的1-10个量表，它就可以审查其CRM并为每个客户提供每个类别的分数。然后，通过将三个组合分数添加，公司可以运行RFM分析以确定哪些公司最有可能很快再次购买，并使用该信息来优先考虑如何与之接触并为这些高价值客户创造价值。

It's important to note that, while an RFM analysis can provide a quick snapshot of which customers have purchased most recently to prioritize nurturing and loyalty efforts, it doesn't necessarily mean they want to hear all of your offers, all the time. Make sure you still have a clear system in place for customer communication so they aren't constantly getting bombarded with emails and calls from your colleagues. That could alienate them, and eventually make them switch to a competitor. High RFM analysis scores should be a signal to learn from a customer, rather than to try to sell more to them right off the bat.

RFM分析只是一种工具，可以让您了解您的收入来自重返客户与新客户的收入，以及您可以拉动哪些杠杆，以使客户更加快乐，以便他们成为重复购买者。您公司的Rbob全站appFM分析可能表明客户在初次购买后对您的产品或服务不满意，或者是贵族或售价的客户比其他客户更有可能再次购买。

An RFM analysis helps you find commonalities and differences between customers who repeat purchase and customers who don't to help you learn where there are gaps in your customer experience.