Know Your Customer - Key Business Questions
The questions below are grouped by the persona who typically asks them. Each question is answered either through a ready-made standard report or through an ad-hoc, self-service analysis you build yourself on the semantic model by combining the listed measures with the listed dimensions.
Sales & Marketing Manager
Grow and protect the customer base; steer acquisition, retention and cross-sell.
Which customers are loyal, and where in their lifecycle do we lose them?
Answer with the report: Customer Loyalty
- Measures: Customer Retention %, Lost Customers, # New Customers
Which loyal customers are overdue for their next order and at risk of churn?
Answer with the report: Churn - Early Warning System
- Measures: # Customers (next order overdue), Churn Rate, Lost Customers
Which products are frequently bought together so we can cross- and up-sell?
Answer with the report: Shopping Basket Analysis
- Measures: Orders Lift, % Confidence Item A, % Orders Support
How are new customers developing versus lost and recovered ones?
Answer ad-hoc (self-service): build this on the semantic model yourself.
- Measures: # New Customers, Lost Customers, # Recovered Customers, Temporarily Lost Customer Count
- Break down by: Customer, Calendar
Key Account Manager
Prioritise accounts and service levels; keep top customers active and buying.
How should I segment my customers to prioritise my sales force?
Answer with the report: Customer Clustering
- Measures: Order Frequency (Days), Ø Order Amount, Order Profit Margin
Which of my key accounts have gone quiet and need a call now?
Answer with the report: Churn - Early Warning System
- Measures: # Customers (next order overdue), Next Order Overdue Date
How is each customer performing on revenue and margin versus last year?
Answer with the report: By Customer
- Measures: Invoice Amount, Invoice Amount YoY %, Invoice Profit Margin
Which additional products could I offer a customer based on basket affinity?
Answer with the report: Shopping Basket Analysis
- Measures: Orders Lift, % Confidence Item B
Managing Director (GF / CEO)
Overall customer health, acquisition dynamics and short-term sales pulse.
How are today's and this week's sales developing versus plan and last year?
Answer with the report: Daily Sales
- Measures: Daily Sales, Daily Sales Ø 7D, Daily Sales Today
How does the month-to-date curve compare to last year's run-up?
Answer with the report: Monthly Sales
- Measures: Invoice Amount, Invoice Amount PY
What is the overall customer picture - new, lost and churn rate?
Answer ad-hoc (self-service): build this on the semantic model yourself.
- Measures: # New Customers, Lost Customers, Churn Rate
- Break down by: Customer, Calendar
Are we retaining customers over time?
Answer ad-hoc (self-service): build this on the semantic model yourself.
- Measures: Customer Retention %, Churn Rate
- Break down by: Customer, Calendar
Category / Sales Manager
Product mix, employee performance and self-service exploration.
Which items drive sales and how do categories compare?
Answer with the report: By Item
- Measures: Invoice Amount, Invoice Amount PY, Invoice Amount Plan
How do salespeople compare on revenue, margin and deal size?
Answer with the report: By Employee
- Measures: Invoice Amount, Invoice Profit Margin, Ø Order Amount