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Customer Loyalty

Cohort analysis to see when you win new and lose existing customers.

Customer Loyalty report

Identify periods of winning new or losing existing customers and analyze the loyalty factors of your customer base. Each line of the cohort chart contains customers who had their first purchase in a given month; the X-axis shows the months after that initial purchase and the rate of customers still loyal to your business. This lets you pinpoint critical periods (e.g. 6 months after acquisition) with high churn and define marketing or sales activities to prevent it.

At a glance

Generated from the report definition (Customer Loyalty / Customer Loyalty).

  • Key visuals: columnChart, matrix
  • Drill-through by: Employee

What this report helps you do

  • Analyze customer loyalty as cohorts based on the month of first purchase
  • Read the retention rate over the months following acquisition
  • Identify critical periods with high churn after winning a customer
  • Derive targeted marketing or sales activities to prevent churn

Filters & slicers

Filter What it does
Client, Period, Employee, Items Focus the cohort analysis on a company, acquisition period, salesperson or product portfolio.

Visuals on this page

Cohort Retention Matrix

Each row is a cohort of customers acquired in the same month; columns are the months since acquisition and the values the share of customers still buying (retention rate).

  • Spot the month(s) after acquisition where churn spikes
  • Compare loyalty across acquisition cohorts
  • Trigger retention campaigns timed to the critical churn window

Typical use cases

  • Retention Program Design — Use the critical churn period to time onboarding, follow-up or loyalty campaigns.
  • Acquisition Quality Review — Compare cohorts to judge whether recently won customers stay as loyal as older ones.
  • Customer Retention %
  • # New Customers
  • # Lost Customers
  • # Recovered Customers

See the full KPI & measure catalog for definitions and formats.

Back to all Know Your Customer standard reports · Semantic model · Key business questions

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