Customer base audit

The Customer Base Audit is a systematic approach to understanding the health of your customer base and answering the following types of questions:

• How healthy is your customer base? How realistic are your growth objectives?

• How do your customers differ in terms of their behaviour and value? How reliant are you on a small group of customers?

• How do your best and worst customers differ in terms of their behaviour?

• How has the quality of your customers changed over time? How do your newer customers compare to your older customers in terms of their behaviour?

• What changes in customer behaviour lie behind period-to-period changes in performance?

• What is important to your high value customers? What are the (actionable) characteristics that distinguish high vs. low value customers?

• Which products help you acquire and retain your best customers?