Customer Insights
The Customer Insights module provides advanced analysis of your customer base using RFM segmentation (Recency, Frequency, Monetary). The dashboard presents key metrics, customer segments and recommended marketing actions.
How it works
Section titled “How it works”- The plugin analyzes the order history of all customers
- For each customer it calculates three RFM scores:
- Recency (R) - how many days have passed since the last order
- Frequency (F) - total number of orders
- Monetary (M) - total value of orders
- Based on these scores, the customer is assigned to one of 7 segments
- Results are cached in a transient for 1 hour
Dashboard
Section titled “Dashboard”Go to WooCommerce > Customer Insights to open the dashboard.
Summary cards
Section titled “Summary cards”Four metrics are displayed at the top of the dashboard:
| Metric | Description |
|---|---|
| Total number of customers | All customers with at least one order |
| Average CLV | Average Customer Lifetime Value |
| Average number of orders | Average number of orders per customer |
| Churn risk | Percentage of customers with no order in the last 30 days |
RFM segments
Section titled “RFM segments”The module classifies customers into 7 segments:
| Segment | Characteristics | Recommendation |
|---|---|---|
| Champions | High R, F and M - they buy often, a lot and recently | Reward with exclusive offers, propose a VIP program |
| Loyal | High F - they buy regularly | Upselling, propose subscriptions |
| Potential Loyal | Medium F, high R - bought several times recently | Encourage further purchases, build loyalty |
| New Customers | High R, low F - fresh customer with 1-2 orders | Welcome them, offer a discount on their next purchases |
| At Risk | Low R, high F - they used to buy often, now they have stopped | Reactivation campaign, ask for the reason |
| Hibernating | Low R, medium F - have not bought for a long time | Aggressive win-back offer, time-limited discounts |
| Lost | Very low R, low F - one-time customers from a long time ago | Last contact attempt or remove from active campaigns |
Segment table
Section titled “Segment table”The dashboard displays a table summarizing each segment:
| Column | Description |
|---|---|
| Segment | Segment name with a colored marker |
| Number of customers | Number of customers in the segment |
| Share % | Percentage share of the segment in the whole base |
| Average revenue | Average order value of customers in the segment |
| Average number of orders | Average number of orders per customer in the segment |
| Recommendation | Suggested marketing action |
Top customers
Section titled “Top customers”Below the segment table, a list of the most valuable customers (Top Customers) is displayed, sorted in descending order by total order value. The table contains:
- Customer first and last name
- Email address
- RFM segment
- Number of orders
- Total order value
- Date of the last order
Performance
Section titled “Performance”The module uses direct SQL queries instead of WP_Query for optimal performance with large customer bases:
- Queries are run against the WooCommerce order tables
- Data aggregation happens at the database level
- Results are cached in a WordPress transient for 1 hour
- Transient key:
polski_pro_customer_insights - Expiration time: 3600 seconds
Enabling the module
Section titled “Enabling the module”The module is controlled by a toggle on the Polski modules screen (module key customer_insights):
Polski > Modules > Customer InsightsAfter enabling the module, the Customer Insights item appears automatically in the WooCommerce menu.