At Risk Customers
1,215 customers with declining engagement
1,215
Customers
$8.66M
Savable Revenue
Ongoing
Intervention Cadence
"At Risk" customers are identified by their RFM profile:
Recency: Low (R ≤ 2)
Purchase gap longer than typical
Frequency: Medium (F ≥ 3)
Regular but not top-tier buyers
Monetary: Medium (M ≥ 3)
Valuable enough to save
Unlike Cannot Lose (who stopped abruptly), At Risk customers are gradually drifting. They haven't completely stopped — they're just buying less frequently.
Cannot Lose (38)
• Historically very frequent buyers
• Sudden stop in purchasing
• Urgent intervention needed
• Something specific likely happened
At Risk (1,215)
• Moderate purchase frequency
• Gradual decline in engagement
• Proactive outreach required
• May not realize they're drifting
Proactive check-in during regular route visits
Visit objectives:
- Ask about recent purchasing patterns
- Introduce complementary products they haven't tried
- Understand if needs have changed
- Offer sampling of new products
Approach: Unlike Cannot Lose (urgent), At Risk visits are relationship maintenance. The goal is reconnection, not rescue.
With 1,215 At Risk customers, it's impossible to visit all of them urgently. The route optimizer handles this by:
- Prioritizing At Risk customers with higher monetary value
- Including At Risk customers when geographically convenient
- Balancing At Risk visits with Cannot Lose priorities
- Rotating through the full list over multiple weeks