跨境電商客服CustomerServiceforCBECWaysToIdentifyValuableCustomersinCBEC-2AdvancedSkillsofzCustomerLifetimeNumberofOrdersCustomerLifetimeValueCustomerAverageOrderValueAgeofMostRecentOrderPART01PurchasefrequencycomesthefirstPurchasefrequencycomesthefirstAlexMcEachernnotesthatacustomerhasa27%chanceofmakinganotherpurchaseafterthefirstpurchase,buta54%chanceofmakinganotherpurchaseafterthethirdpurchase.Yourmostvaluablecustomersareoneswhobuymoreandbuyoften.Further,customersthatbuyfrequentlycanhelpyouacquirenewcustomersatafarlowercostasword-of-mouthessentiallydoesyourmarketingforyou.PurchasefrequencycomesthefirstAccordingtoastudybyBainandCompany,repeatcustomersonaveragereferthreepeopleeachtoaretailer’ssiteaftertheirfirstpurchaseandsevenpeopleaftertheirtenthpurchase.Yourmostvaluablecustomersareoneswhobuymoreandbuyoften.Onaverage,loyalcustomersareworthupto10timesasmuchastheirfirstpurchasePART02PricesensitivityPricesensitivitybutonlyafterpromptedwithadiscount,shouldtechnicallynotqualifyas‘mostvaluable.’Inanidealworld,yourvalueproposition,productfeatures,andoverallsiteexperiencewouldbeenoughtosecureafull-pricepurchase(when’sthelasttimeyouheardofApplehavingasale?).CustomerswhofrequentlypurchasePricesensitivityToisolatethepurebargainhuntersfromloyalcustomerslookingtosave,marketerscancreateauniquesegmentofshopperswhopurchaseonlyafterbeingpresentedwithadiscount.attractivetoallvisitorsPART03AgonyAgonyThosefrustratedcustomerswhotookthetimetoreachouttoyoursupportteam,waitedoversixhourswithoutaresponse,andthenwroteaninsufferablereview?Contactthem,listenpatiently,andembracethecriticismAgonyBecausewhiletheyarelecturingyouonhowandwhyyou’vefailedthem,you’lllearnaboutpainpointsyoudidn’tknowyouevenhadandexactlyhowtopivot(potentiallyrecoveringthesale).OneofthemostimportantthingistoReachout,survey,andlearnfromthem.howdoyouengagethem?Howdoyouengagethem?Startbyaskingyourselfwhyarethesepeopledrivingthemostrevenue?Whatcausesthemtobuymorefrequentlyandspendmoreonorders?Whattrafficsourcesorcampaignsaretheyarrivingfrom?Howdoyouengagethem?StartbyaskingyourselfWhatproductsaretheysearchingfor?Whatstorydoestheirclickstreamdatatell?Whatpainpointswerealleviated?Dotheyhaveadditionalneedsthatarenotbeingmet?Findingtheanswerstothesequestionswillprovidethefoundationofaframeworkforcreatingaudiencesegmentsandpersonalizedexperiencesforyourmostvaluablecustomers.Yetgut-reactions,guesses,andassumptionswon’tgetyouveryfar.Haveanexecutiveorseniormanagergetintouchbyphoneoremailandhearfirst-handwhatthesecustomershavetosay.Inaddition,wecanuseSurveytoolstocreateashort,free-formsurveyforvaluablecustomerswhopurchasedmorer