{"id":1900,"date":"2022-10-05T14:04:00","date_gmt":"2022-10-05T18:04:00","guid":{"rendered":"https:\/\/www.dialoginsight.com\/segmentation-rfm\/"},"modified":"2023-07-12T16:10:49","modified_gmt":"2023-07-12T20:10:49","slug":"segmentation-rfm","status":"publish","type":"post","link":"https:\/\/www.dialoginsight.com\/en\/blog\/data-management\/segmentation-rfm\/","title":{"rendered":"How to Identify Your Best Customers Using RFM Segmentation?"},"content":{"rendered":"<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<p>There are many marketing concepts around the customer: cost of acquisition, retention, life cycle (also called lifetime value), attrition\u2026 In order to optimize their results, many companies choose to implement a segmentation of their customer contact base.<\/p>\n<p>Different methods exist, one of the best known methods: RFM segmentation.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<h2>What is RFM Segmentation ?<\/h2>\n<p>RFM segmentation is\u00a0<strong>behavioral segmentation<\/strong>. It is not based on the characteristics specific to customers (gender, sex, place of residence, annual income, etc.), nor on their preferences (interests, tastes, etc.), but on their purchasing habits.<\/p>\n<p>The principle is simple: a customer who has bought\u00a0<strong>recently<\/strong>, who buys\u00a0<strong>frequently<\/strong>\u00a0and who generates a\u00a0<strong>lot of income<\/strong>\u00a0has a higher probability of buying again than another customer.<\/p>\n<p>RFM segmentation is therefore based on three criteria:<\/p>\n<ol>\n<li><strong>Recency<\/strong>: How long has it been since the customer\u2019s last purchase?<\/li>\n<li><strong>Frequency<\/strong>: How many times has a customer purchased over a period of time?<\/li>\n<li><strong>Monetary<\/strong>: How much did a customer spend in a given time period?<\/li>\n<\/ol>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<h2>Why Use RFM Segmentation ?<\/h2>\n<p>RFM segmentation allows you to target your customers based on their purchasing behavior, with more relevant messages and\u00a0<strong>improve the return on investment of your marketing actions<\/strong>.<\/p>\n<h3>Benefits<\/h3>\n<ul>\n<li>Allows you to create segmentation based on objective, observable (in order history) and measurable criteria<\/li>\n<li>Is easy to set up<\/li>\n<li>Is intuitive, easy to understand and interpret.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<h2>How to do an RFM segmentation ?<\/h2>\n<p>There are many ways to segment your customer base. For the RFM method to be the most effective, it is important to take into account the particularities of your business and adapt your segmentation accordingly.<\/p>\n<p>RFM segmentation identifies:<\/p>\n<ul>\n<li>Your best customers<\/li>\n<li>Your customers at risk of attrition<\/li>\n<li>Those with the best development potential<\/li>\n<li>Those who can be loyal<\/li>\n<li>Or those who are most likely to respond positively to your engagement campaigns<\/li>\n<\/ul>\n<p>We propose here a segmentation into ten distinct groups. Depending on your sector of activity, the maturity of your company, the number of contacts in your customer base, etc. It is not necessarily necessary to implement them all.<\/p>\n<p><a href=\"https:\/\/www.dialoginsight.com\/wp-content\/uploads\/2022\/10\/3.svg\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-1901\" src=\"https:\/\/www.dialoginsight.com\/wp-content\/uploads\/2022\/10\/3.svg\" alt=\"\" width=\"1920\" height=\"1080\" \/><\/a><\/p>\n<p><a href=\"https:\/\/www.dialoginsight.com\/wp-content\/uploads\/2022\/10\/4.svg\"><img decoding=\"async\" class=\"alignnone size-full wp-image-1904\" src=\"https:\/\/www.dialoginsight.com\/wp-content\/uploads\/2022\/10\/4.svg\" alt=\"\" width=\"1920\" height=\"1080\" \/><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<h2>Put RFM segmentation into practice in your business<\/h2>\n<p>Before setting up an RFM segmentation,\u00a0<strong>the reference period must first be determined<\/strong>. Depending on the purchasing cycle and the average rate of consumption of your customers, it could be a period of a month, a quarter, a semester, or even more.<\/p>\n<h3>A. Calculate the RFM score<\/h3>\n<p>Once the period has been defined, it is then possible to calculate the RFM score according to the recency (the number of days since the last purchase), the frequency (the average purchase frequency over the period) and the monetary value (the average basket over the period).<\/p>\n<p>Different RFM calculation methods can be used to normalize RFM values on a scale of 1 to 5. Below are the two most common methods.<\/p>\n<h4>1. SIMPLE FIXED RANGE<\/h4>\n<p>With this method, you define a range for each score yourself. Thresholds are based on the nature of your business.<\/p>\n<p>Example: According to Purchase Recency (Range \/ Score)<\/p>\n<ul>\n<li>In the last 24 hours = Score 5<\/li>\n<li>In the last 3 days = Score 4<\/li>\n<li>During the current month = Score 3<\/li>\n<li>In the last 6 months = Score 2<\/li>\n<li>More than 6 months = Score 1<\/li>\n<\/ul>\n<p>Easy to implement, this method has one main \u201cflaw\u201d: its\u00a0<strong>fixed<\/strong>\u00a0character.<\/p>\n<p>You will need to review and adjust the ranges manually as your business grows to keep the RFM score relevant.<\/p>\n<h4>2. QUINTILES<\/h4>\n<p>This method consists of dividing your data into 5 equal parts. This method involves slightly more complicated math. However, this solves the problems posed by the method of simple fixed range. The quintile method is scalable, it works with any sector. Scores are automatically assigned to customers.<\/p>\n<p>This is the method we recommend you use to calculate the RFM score.<\/p>\n<h3>B. Improve the performance of your email campaigns<\/h3>\n<p>You can integrate your RFM segments into your emailing solution (like\u00a0<a href=\"https:\/\/www.dialoginsight.com\/en\/\" target=\"_blank\" rel=\"noopener\">Dialog Insight<\/a>, for example) and use them to create targeted campaigns and scenarios for each segment.<\/p>\n<h3>C. Improve customer loyalty and user engagement<\/h3>\n<p>If you have a loyalty program, the \u201cPotentially loyal customers\u201d segment is an interesting segment to target. Their experience with your products and services should be enjoyable and memorable. Offer them time-limited promotions and there\u2019s a good chance they\u2019ll buy. Send them educational content to improve their engagement with your brand.<\/p>\n<h3>D. Reduce churn<\/h3>\n<p>Hibernating customers and at-risk customers are the two segments you need to pay special attention to. Send them personalized emails to try to reconnect with them. You can also offer them discount coupons on repeat purchases or send them customer surveys to prevent them from going to the competition.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<section class=\"page-block page-block-simple-text vertical-padding-top-none vertical-padding-bottom-none text-color-black page-block-text-color-black page-block-background-color-transparent full-background background-crop-none filter-none\">\n<div class=\"page-block-inner\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"the-page-block simple-text\">\n<div class=\"the-page-block-inner content-width col-8-12\">\n<div class=\"fragment-text-block has-deco-pattern text-color-black padding-normal background-crop-none\">\n<div class=\"fragment-background background-width-full background-crop-none\" role=\"presentation\">\n<div class=\"fragment-inner\">\n<div class=\"color background-color-transparent\"><\/div>\n<\/div>\n<\/div>\n<div class=\"fragment-inner\">\n<div class=\"fragment-text\">\n<div class=\"fragment-inner\">\n<div class=\"the-text wysiwyg light-bg\">\n<h2>Need help implementing RFM segmentation ?<\/h2>\n<p>In this article, we\u2019ve walked you through the basics of RFM segmentation. If you want to deepen this concept or test its effectiveness, Dialog Insight experts can support you.\u00a0<a href=\"https:\/\/www.dialoginsight.com\/en\/contact\/\" target=\"_blank\" rel=\"noopener\">Contact us<\/a>\u00a0today.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"<p>There are many marketing concepts around the customer: cost of acquisition, retention, life cycle (also called lifetime value), attrition&#8230; In order to optimize their results, many companies choose to implement a segmentation of their customer contact base. Different methods exist, one of the best known methods: RFM segmentation.<\/p>\n","protected":false},"author":7,"featured_media":1205,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[32],"tags":[],"class_list":["post-1900","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Identify your best customers with RFM segmentation<\/title>\n<meta name=\"description\" content=\"How to make and practice RFM segmentation to take advantage of your customers&#039; purchasing habits.(recency, frequency, monetary)\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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