At-risk customers

An at-risk customer is a repeat buyer who has gone much longer than usual without ordering. Use this list to plan follow-ups based on their purchase history.

How VYG decides who is at risk

This list includes repeat customers who have gone more than twice their usual time between purchases without ordering. Customers who purchased on only one day are excluded. Customers furthest past their usual purchase interval appear first.

For the calculation, see At-risk metrics.

Finding them

• "Who are my at-risk customers? Show name, email, last order date, usual gap between orders and risk score."
• "How many customers are at risk right now?"
• "Show the 20 most at-risk customers."
• "Which at-risk customers are furthest past their usual reorder time?"

Lists come back a page at a time. If you want everyone, say "all of them" or "the next page".

Deciding who to focus on

Not every at-risk customer deserves the same offer. Combine the list with what they have spent:

• "Take my 20 most at-risk customers and look up how much each one has spent in total. Sort by spend."
• "Of my at-risk customers, which ones used to order every month or more often?"
• "Split my at-risk customers into two groups: spent over $250 and spent less. How many in each?"

A practical rule of thumb:

Understanding why

Before you send an offer, check whether something went wrong.

• "Look at this customer's recent orders and messages. Did they have a problem?"
• "Do any of my at-risk customers have a paused or cancelled subscription?"
• "What are the most common complaints after purchase?" See Customer conversations.

Taking action

Once you know who to target:

• Make a win-back offer. "Create a 15% off discount that lasts 14 days, with codes starting COMEBACK." Then use it in your outreach. See Drafting campaigns.
• Catch the moments that lead to leaving. Campaigns can start when a subscription is paused or cancelled, or a payment fails. "Draft a campaign for when a subscription is paused that checks in after 2 days."
• Hand a list to CX. "Make a table of my 25 most at-risk high spenders with their email and phone number, for our CX team to call."
• Use it in your email tool. If Klaviyo is connected, "How many profiles are in my win-back segment in Klaviyo?" helps you check your list matches.
• Check back later. Ask again in a few weeks to see who has come back and who is new to the list.

Things to keep in mind

• Only completed orders available in VYG are counted. A customer who reorders through another channel may look at risk when they are not.
• Handle phone numbers and emails with care, and only share them with people who need them.