How to build a list of your best or most at-risk customers

The filters above the table on Customers › Customers turn fifty thousand profiles into the few hundred worth doing something about. Every filter, the search, the sort and the page are kept in the page's address, so the result is a link you can send. Start at What is the Customers area? for what the numbers mean.

Before you start

Klaviyo has to be connected, per How to connect Klaviyo.

Tier and Churn need customer stats to have synced from Klaviyo. Until they have, choosing either one shows a message asking for Sync, covered below.

What can you filter by?

Four things, and they combine. Each takes one value at a time. Choosing Tier: All, Churn: All, All locations or Activity: All clears that filter.

• Tier: VIP, High, Mid or New, banded from Total CLV. VIP is $2,000 or more, High is $500 or more, Mid is anything below that, and New is somebody with no lifetime value yet.
• Churn: High risk (a churn probability of 50% or more), Medium (20% to 49%) or Low (under 20%).
• Location: the region on each profile. It opens with a Filter locations… box, because there are often hundreds of regions to pick from.
• Activity: Last 30 days, Last 90 days or Last year for people last seen within that time, or Dormant for people not seen in over a year, or never.

How do you sort?

Click a column header: Name, Total CLV, Churn or Last seen. The first click on Total CLV, Churn or Last seen puts the highest or most recent first; click it again to flip the direction.

The list starts sorted by name, from A to Z, which suits looking somebody up. For building a list, sorting by Total CLV with the highest first is usually the first thing to do.

The table shows fifty people a page. Below it, a count of who is showing out of the total sits beside Previous and Next.

Which lists are worth building?

Three, and they answer different questions.

Your best customers: Tier VIP, sorted by Total CLV, highest first. This is who you protect, and who should get a personal email before a bulk one.

Customers at risk of leaving: Churn High risk with Tier VIP, sorted by Total CLV. Then build it again with Tier High. High value and high risk together is the list worth acting on this week, because the low-value end of a churn list rarely repays the effort.

A region going quiet: a Location with Activity set to Dormant, sorted by Total CLV. It shows who used to buy from that region and has stopped.

How do you share a list?

Copy the address from your browser and send it. A colleague who opens the link sees the same filters, search, sort and page that you do.

Copy it before you open anyone, because clicking a name opens that person's panel on a fresh list. Your browser's Back button brings your filtered list back.

How do you pull the latest data in?

It arrives by itself. The Customer sync automation refreshes every customer's stats from Klaviyo each night, per How to see what runs in the background.

To refresh now, an admin presses Sync at the end of the filter row. It pulls every profile and its stats from Klaviyo, then says how many customers it synced. Press it after a big campaign has moved people between tiers.

Why is somebody missing?

Because the list is built from Klaviyo. Somebody who has never reached Klaviyo is not in it until they do.

That is usually a profile added to Klaviyo since the last sync, and pressing Sync brings it in. To reach somebody who is not in Klaviyo at all, log outreach with their name and number, per How to log and work through outreach.

Can you ask the Agent instead?

For a pattern, yes. The Agent can tell you how your Klaviyo segments are growing or shrinking week on week, and which flows are live. See How to ask about stock, suppliers and marketing.

For a list of names, build it here. Open any customer from the list and the Agent can then talk about that person, per How to find a customer and read their history.