--- title: How to build a list of your best or most at-risk customers url: https://tideswell.xyz/docs/customers/build-a-list description: Filter by value tier, churn risk, location and activity, then sort and share the result as a link. --- > Documentation index: fetch https://tideswell.xyz/llms.txt to discover every page before exploring further. # How to build a list of your best or most at-risk customers The filters above the customer table turn fifty thousand records into the few hundred worth doing something about. Every filter, the sort and the page live in the address, so the result is a link you can send. Start at for what the numbers mean. ## Before you start [#before-you-start] The **Tier** and **Churn risk** filters need a sync to have run, because those stats come from Klaviyo rather than being computed here. Until one has, those two filters do nothing and the empty state says so, pointing at the **Sync** button. ## What can you filter by? [#what-can-you-filter-by] Four things, which combine. * **Tier**: VIP, High, Mid or New. * **Churn risk**: High, Medium or Low. * **Location**, which has its own search box because there are hundreds of regions and scrolling for one is no way to spend a morning. * **Activity**: last 30 days, last 90 days, last year, or dormant. ## How do you sort? [#how-do-you-sort] Click a column header: **Name**, **Total CLV**, **Churn** or **Last seen**. Click it again to flip the direction. The list is sorted by name until you change it, which is the right default for looking somebody up and the wrong one for building a list. Sorting by Total CLV descending is usually the first thing to do. Fifty rows a page, with the count above them reading, for example, "Showing 1 to 50 of 51,204". ## Which combinations are actually worth building? [#which-combinations-are-actually-worth-building] Three, and they answer different questions. **Your best customers**: tier VIP, sorted by Total CLV descending. This is who you protect, and who a personal email should go to before a bulk one. **Customers at risk of leaving**: churn risk High, tier VIP or High, sorted by Total CLV descending. High value and high risk together is the list worth acting on this week, because the low-value half of a churn list rarely repays the effort. **A region going quiet**: a Location filter with Activity set to dormant. That is a distribution question rather than a marketing one, and it is often the first sign that a stockist has stopped reordering. ## How do you share a list? [#how-do-you-share-a-list] Copy the address from your browser. Every filter, the sort and the page are in it, so a colleague opening the link sees exactly what you see. Back and Forward work through your filter changes too, which makes trying combinations cheaper than it looks. This is different from the analytics dashboard, whose date range is not in the address. See . ## How do you pull the latest data in? [#how-do-you-pull-the-latest-data-in] **Sync**, which pulls the newest customers and their stats across from Klaviyo and reports how many were synced. The button is for admins, and it stays unavailable until Klaviyo is connected. See . Run it when the stats look stale, or after a big campaign has moved people between tiers. ## Why is somebody missing? [#why-is-somebody-missing] Because the directory is built from Klaviyo, so a customer who has never reached Klaviyo is not here. That is usually somebody who bought without subscribing, or a record created in Shopify after the last sync. Running **Sync** covers the second case. ## Can I ask for the list instead of building it? [#can-i-ask-for-the-list-instead-of-building-it] For questions about behaviour rather than a list of people, yes, and it is faster. The analyst answers how flows and segments are performing, which the directory has no screen for. It works in aggregate and never returns an individual customer, so use the directory when you need names and the analyst when you need a pattern. See .