Sort RFM Signals Into the Right Customer Action
Classify RFM patterns into the customer action they imply.
Place each RFM pattern into the customer action it most strongly implies. Rescue fading habit Nurture new signal Grow proven value Learn before betting Bought monthly for a year, then no order for 75 days First purchase last week, low order value, high email engagement Purchased in the last 10 days, buys often, and spends above segment median One $4,800 order from a customer with no repeat behavior yet Frequent mid-spend buyer who just added a second product line Recent trial-to-paid conversion with no renewal pattern yet High monetary customer whose last support ticket is unresolved and purchase frequency collapsed…
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