R.F.M. Module

The R.F.M. Module of Contact Pro attributes a score to customers according to their Purchasing Recency and Frequency and the Monetary value of their purchases. This improves the segmentation of any database, to split customers between those who are likely to buy and those who are not likely to buy.

Analysis of the customers’ purchasing habits gives a valid indication of their future behaviour.

Being able to identify the segment of customers with the best buying record makes it easier to direct new Marketing initiatives towards customers who are most likely to respond positively, thus increasing the redemption rate of each campaign.

This complete analysis entails measuring the behaviour under three different profiles, attributing a score to each of them:

the date of the last purchase made, Recency parameter;

the frequency of the purchases made, Frequency parameter;

the value of the purchases made, Monetary parameter.

This function integrates perfectly with the database management performed by Contact Pro, constantly updating the information in real time and offering the possibility of setting the most effective telemarketing campaigns in a simple and user-friendly manner.

By designing your campaign, you will be able to define the type of consumer to be targeted (those who buy the least or “10 out of 10” customers), with excellent results to say the least. Not only will the total number of contacts be reduced and each one be more effective, but every customer will be better served and feel more satisfied due to the new possibility of creating customized offers according to purchasing frequency and value!