> For the complete documentation index, see [llms.txt](https://docs.churned.io/churned-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.churned.io/churned-docs/dashboard-and-features/rfv-model-segment-best-practices/rfm-model.md). # RFM-Model ### What is the RFM-Model?
Customer segmentRF&MDefinition
Champion ♥︎4-54-5Customers with the highest potential value and strong engagement.
Loyalist ☻2-53-5Customers who have a strong relationship with the brand and make regular purchases.
Potential Loyalist [☺︎]3-51-3Customers who have the potential to become loyal but need more nurturing.
New ⊕4-50-1Customers who are new to the brand and have made their first purchase.
Need Attention ‼2-32-3Customers who are showing signs of disengagement and need attention.
At Risk ☹︎0-22-5Customers who are at risk of churning and need immediate attention.
Hibernating ☾1-21-2Customers who have not made a purchase in a long time.
Lost ⊖0-20-2Customers who have churned and are no longer active.
### What does RFM mean? R → Recency : When was the last time a customer has purchased a product from your brand F → Frequency : The numbers of times a customer has made a purchase. M → Monetary Value : The total amount of money a customer has spent on your products or services. ### **How does it work?** 1. **Assign Scores:** You give each customer a score for each of the RFM factors (Recency, Frequency, Monetary). Usually, you divide your customers into groups (e.g., top 20%, next 20%, etc.) and assign scores from high to low (e.g., 5 for the top group, 1 for the bottom group). 2. **Combine Scores:** You combine the individual RFM scores to create an overall RFM score or segment. For example, a customer with a recency score of 5, a frequency score of 4, and a monetary score of 5 might be in your "Champions" segment. 3. **Create Segments:** Based on the combined scores, you create customer segments. Here are some common segments: * **Champion** ♥︎**:** High scores in all three categories. These are your best customers. * **Loyalist** ☻: High frequency and monetary scores, but their recency might be a little lower. * **Potential** **Loyalist** \[☺︎]: High recency and frequency scores, but their monetary value might be lower. * **New** ⊕: High recency score, but frequency and monetary scores might be lower * **Need** **Attention** ‼: * **At** **Risk** ☹︎: High monetary value, but their recency and frequency are declining. * **Hibernating** ☾: * **Lost** ⊖: Low scores in all three categories. 4. **Targeted Marketing:** Once you have your customer segments, you can tailor your marketing efforts to each group. For example: * **Champions:** You might offer them exclusive deals or early access to new products. * **At-Risk Customers:** You might send them a special offer to win them back. * **Lost Customers:** You might try a re-engagement campaign. > There are more targeted marketing strategies below this article.