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Customer segments

Posted
Updated
ByThe Wax Stak Team

By the end of this article you will know which of your customers are worth a nudge, which are slipping away, and how the report decides.

Reports › Customers & Marketing › Customer Segments is a Business feature. It takes every customer who has had at least one completed job and puts each in exactly one of four segments, with the customers behind each figure one click away.

Read the segments

  1. Under Segments, each tile shows the segment’s name, its share of your customer base, the number of customers and their lifetime job value.
  2. Click a tile to expand it. The list underneath shows the segment’s most valuable customers with their Last Job, Days Idle, Jobs and Job Value. Long lists are capped, and a note says how many of the segment’s customers are shown.
  3. Refresh reloads the picture. There is no date range: the report is your customer base as it stands today.

The four segments

  • Dormant — no completed job in over a year. These are win-back candidates.
  • At risk — no completed job in over 90 days, but under a year. Worth a nudge before they become dormant.
  • High value — seen within the last 90 days, with lifetime job value in the top fifth of your customers.
  • Active — seen within the last 90 days, below the high-value cut.

The order matters. A customer is tested against the segments in that sequence and lands in the first that fits, so a top spender who has gone quiet shows as at risk or dormant, not as high value. Every customer counts once and the four shares add up to 100%. The legend under the tiles states the thresholds and the high-value cut in dollars for your business.

Good to know

  • Who is in the base. Only customers with at least one completed job. A customer you added but never served is not in any segment; a deleted customer is left out, while a deactivated one still counts.
  • Same rules as retention. The revenue report’s Customer Retention section uses the same 90-day line, so its at-risk count equals At risk plus Dormant here.
  • Acting on a segment. This report is a picture, not a mailing list. To email the customers in a segment, build the audience in the broadcast composer under Marketing — it targets by recency, spend, services and vehicle type and can save the definition for reuse.
  • Business only. On Starter or Pro the page shows Unlock Business reporting with Upgrade to Business. Any role that can view reports can open it.

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