Customer Success for non-subscription

Which metrics an e-commerce (non-subscription) dashboard shows and what the words mean

Without subscriptions there is nothing to cancel, so the E-com Dashboard is built entirely on the RFM model over your configured RFM period. This page lists every tile you will see; the definitions live on the reference pages. The Learn more link in a dashboard tooltip brings you to the matching section below.

Vocabulary

In the reference	On your dashboard
Customer	Customer
Order	Order (purchase)
Customers (one-off)	Customers: at least one order in the RFM period
Churned	Customers whose single order is about to leave the RFM period without a follow-up
Subscription, ARR, MRR, churn loss	not applicable

E-com Dashboard tiles

RFM segments

Eight segments from Champion to Lost, each with its share of total orders, total value and total customers. Click a segment to open the customers in it. Definition

Customers

Customers that made a purchase in the last RFM period. Definition

Retention rate

Percentage of returning customers: active customers that ordered more than once within the RFM period. Definition

Average Order Value (AOV)

The average amount of money spent per order over the RFM period. Definition

Average Order Frequency (AOF)

The average number of orders per customer over the RFM period. Definition

Expected Average Customer Value (Expected ACV)

The expected revenue value of an active customer over an RFM period, smoothed over time. Definition

Cohort analysis

The percentage of returning customers per cohort, with a Per Order and a Per Month tab. Definition

E-com Segments and Customers page

Per customer the RFM segment and previous segment, last order date, order count, AOV and total order value.

Notes

• The RFM period is the single most important setting: a period that is too short pushes seasonal buyers into At Risk or Lost, a period that is too long hides real lapses. Ask your Churned contact to review it against your reorder cycle.

• Segments are recalculated daily, so a customer moves from New to Potential Loyalist the day their second order lands.

• Churn prediction, health score and risk drivers are not part of the standard e-commerce dashboard. When a next-best-moment or reactivation model is configured for your shop, its output is delivered through the Co-pilot and your marketing integration rather than as dashboard tiles.

Playbooks per RFM segment: RFM-Model.