The Top Customers segment can help you identify your most valuable customers, gain deep insights into their behavior and preferences, and reward them for their unwavering loyalty. You can even analyze how their behavior differs from your other customer segments.
Who Are My Top Customers?
We consider your Top Customers to be in the Top 10% of their current lifetime spend. We identify the lifetime spend threshold, and any customer who has spent that or more is included.
Note that there may be more than 10% of your customer base in this segment because there may be multiple people who hit the threshold. For example, let’s say you have 100 customers and the top 10% of lifetime spend for your brand is deemed to be $50. Let’s say 3 customers have spent $50 exactly, and 9 customers have spent more than $50. All 12 customers are classified as your Top Customers, or 12% of your customer base.
Locating the Top Customers Segment
Here’s how you can view your Top Customers segment.
Step 1: Navigate to the Segmentation Section
This is where you’ll find all of your segments. You’ll automatically be brought to the Customer Segments page once the Segmentation tab is accessed.
Step 2: Find the Top Customers Segment
Search for the “Top Customers” Segment within your list of active segments.
Step 3: View or Perform Actions on Segment
You’ll be able to see your Top Customers segment here. You can view your segment and refresh the segment count within the Actions bar.
Using the Top Customers Segment in Reporting
You can quickly dive into detailed analytics and trends to better understand your top customers. Analyze how their behavior differs from that of your other customer segments by using the Segment Comparison Report. You’ll gain valuable insights that will enable you to create targeted marketing campaigns.
Step 1: Navigate to the Reporting Section
This is where you’ll find all of your reports.
Step 2: Find the Segment Comparison Report
Search for the Segment Comparison Report. Click on the tile to access this report.
Step 3: Compare Top Customers to Other Segments
Once in the Segment Comparison report, you can easily compare the Top Customers segment to other segments.
For example, your “Active Customers” so you can see the difference in metrics between a “normal” active customer and your most loyal customers!
Viewing When a Customer Became a Top Customer
When you look at an individual customer profile and they’re a Top Customer, you can view when a customer entered into your Top Customer segment by viewing the Event section of their customer profile. Look for the event name Top Customer. You’ll be able to see the time and date this event occurred. If a customer has fallen out of this segment, the event will also be logged here.
Tips for How to Use the Top Customers Segment
Here are a few ideas to consider to get the most out of your Top Customers segment.
- Reward Top Customer Loyalty
We recommend showing appreciation for your top customers by offering exclusive rewards, personalized discounts, and special perks! Acknowledging the loyalty of these customers can help you retain them and also foster long-term relationships that keep them coming back for more. This can also increase the number of customer purchases and average order value.
If you can access Campaign Manager, you can run a Loyalty Campaign for Top Customers to show your appreciation for their loyalty, such as with an exclusive email offer. - Encourage Brand Advocacy
It’s great to make customers feel appreciated and recognized. These are your top customers, so making them feel appreciated is especially good! After all, these are the folks who are more likely to be advocates for your brand, so it’s not a bad idea to send a little extra recognition or motivation to make purchases their way. - Manage Churn
Consider using Clutch’s Churn Management tools along with the Top Customers segment. It may simply be a good idea to monitor when these Top Customers start to become At Risk. After all, a Top Customer that is also in the At Risk or Churned Segment is one you should really pay attention to. (If they are churning, consider creating a win-back campaign!)