Customer Analysis Reports
AccuArk provides five customer-focused reports that help you understand who your customers are, how they shop, and how engaged they remain over time. Four of these reports are presets within the Customer Analysis Report form, and the fifth (Top Customers) is a preset within the Top & Bottom Performer Report form.
How to Access
Open customer reports from the main menu:
- Reports > Customers > Customer List — opens the Customer Analysis Report with the CustomerList preset
- Reports > Customers > Customer Activity — opens with the CustomerActivity preset
- Reports > Customers > Top Customers — opens the Top & Bottom Performer Report with the TopCustomers preset
- Reports > Customers > Customer Retention — opens the Customer Analysis Report with the Retention preset
- Reports > Customers > Store Credit / Gift Card Liability — opens with the StoreCreditGiftCard preset
All menu entries under Customers except Top Customers open the same Customer Analysis Report form. The Top Customers entry opens the separate Top & Bottom Performer Report form, which is shared with Top Items and Slow Items. You can switch between presets at any time using the Preset dropdown in each form.
Required Permission
You must have the RPT_VIEW_CUSTOMERS permission to access these reports. Super Admins and Location Admins have this permission by default.
Customer List
The Customer List preset provides a directory of all customers in your system. It shows the current state of each customer record regardless of any date range.
Filters
This preset does not use a date range or location filter. It always shows all customers across all locations.
Columns
| Column | Description |
|---|---|
| Customer Name | The full name on the customer record |
| Company | The company name, if any |
| Phone | Primary phone number |
| Primary email address | |
| City | City from the customer's address |
| State | State or province from the customer's address |
| Date Created | When the customer record was first created |
| Status | Active or Inactive |
Use Cases
- Export to CSV to create mailing lists or import into email marketing platforms
- Quickly look up a customer's contact information
- Identify inactive customer records that may need cleanup
Customer Activity
The Customer Activity preset analyzes purchasing behavior for each customer over a date range, providing order counts, spending totals, and visit recency.
Filters
| Filter | Description |
|---|---|
| Location | Filter to a specific location or choose All Locations |
| Date From / Date To | The reporting period for order calculations |
Columns
| Column | Description |
|---|---|
| Customer | The customer name |
| Total Orders | Number of completed orders in the date range |
| Total Spent | Sum of all order totals for this customer |
| Avg Order Value | Total Spent divided by Total Orders |
| First Order Date | The date of the customer's earliest order in the range |
| Last Order Date | The date of the customer's most recent order in the range |
| Days Since Last Visit | Number of days between the last order date and today |
Use Cases
- Identify high-value customers who spend the most overall or per order
- Find customers who have not visited recently and may need re-engagement
- Compare purchasing frequency across customers to segment your audience
Top Customers
The Top Customers report uses the TopCustomers preset in the Top & Bottom Performer Report form (FrmTopBottomReport). It ranks customers by total revenue over a date range, making it easy to see who your best buyers are.
For full details on how the Top & Bottom Performer Report works, including filters, column layout, and the Top N selector, see the Top & Bottom Performer Reports article.
Use Cases
- Identify your top 10 or top 25 customers by revenue for loyalty rewards or VIP outreach
- Compare top customer spending across locations
- Track whether your top customer list is changing over time by running the report for different periods
Customer Retention
The Retention preset segments your customers into three groups based on how recently they visited. This report is essential for understanding customer engagement and planning retention campaigns.
Filters
| Filter | Description |
|---|---|
| Location | Filter to a specific location or choose All Locations |
| Date From / Date To | The reporting period |
Columns
| Column | Description |
|---|---|
| Customer | The customer name |
| Status | The retention segment: Active, At Risk, or Lapsed |
| Total Orders | Number of completed orders in the date range |
| Total Spent | Sum of all order totals |
| Last Visit | The date of the customer's most recent order |
| Days Since Last Visit | Number of days since the last order |
Retention Segments
The three retention segments are defined by the number of days since the customer's last visit:
| Segment | Days Since Last Visit | Meaning |
|---|---|---|
| Active | 0 - 30 days | Customer has visited within the last 30 days. They are engaged and require no special intervention. |
| At Risk | 31 - 90 days | Customer has not visited in 31 to 90 days. They may be losing interest and are good candidates for re-engagement campaigns such as targeted emails, special offers, or personal outreach. |
| Lapsed | 91+ days | Customer has not visited in over 90 days. They are considered lost unless proactive steps are taken to bring them back. Win-back campaigns, surveys, or incentive programs may be appropriate. |
Business Implications
Retention reporting is one of the most important tools for sustainable revenue growth. Acquiring a new customer typically costs several times more than retaining an existing one. By monitoring the ratio of Active to At Risk to Lapsed customers, you can:
- Measure engagement health — A growing At Risk segment signals a problem even if total sales are steady
- Target re-engagement efforts — Focus marketing spend on At Risk customers before they lapse
- Evaluate campaign effectiveness — Run the report before and after a retention campaign to measure its impact
- Set retention goals — Track your Active percentage over time as a key performance indicator
Store Credit / Gift Card Liability
The StoreCreditGiftCard preset shows all outstanding store credits and gift cards, including their current balances and statuses. This report queries the gift_cards table directly.
Filters
| Filter | Description |
|---|---|
| Location | Filter to a specific location or choose All Locations |
| Date From / Date To | Filters by the issued date of the card or credit |
Columns
| Column | Description |
|---|---|
| Card Number | The unique identifier for the gift card or store credit |
| Type | Gift Card or Store Credit |
| Customer | The customer associated with the card, if any |
| Initial Balance | The original amount loaded onto the card |
| Current Balance | The remaining balance available for use |
| Status | Active, Frozen, Expired, or Depleted |
| Issued Date | When the card or credit was created |
| Expiration Date | When the card or credit expires, if applicable |
Card Statuses
| Status | Meaning |
|---|---|
| Active | The card has a remaining balance and can be used for purchases |
| Frozen | The card has been temporarily suspended, typically due to suspected fraud or a customer dispute |
| Expired | The card has passed its expiration date and can no longer be redeemed |
| Depleted | The entire balance has been used; no value remains |
Financial Reporting Implications
Outstanding gift card and store credit balances represent a financial liability for your business. Until a customer redeems the value, the amount is owed. This report helps you:
- Track total liability — Sum the Current Balance column to know your total outstanding obligation
- Identify expiring cards — Cards approaching their expiration date may represent revenue that will never need to be fulfilled (breakage), but local laws may restrict expiration policies
- Reconcile with accounting — Compare the total liability shown here with the corresponding liability account in your chart of accounts (see the Accounts Receivable Reports for related views)
- Monitor frozen cards — Investigate frozen cards to resolve disputes promptly
Tips
- Combine Customer Activity with Retention — Use the Activity report to find high-spending customers, then check the Retention report to see if any of them are At Risk
- Export the Customer List for marketing — Export to CSV and import into your email marketing tool for targeted campaigns
- Schedule regular retention reviews — Run the Retention report monthly to catch At Risk customers early
- Monitor gift card liability quarterly — Review the Store Credit / Gift Card report at least quarterly for financial planning
- Use Top Customers for VIP programs — Identify your top 10% of customers and create loyalty incentives to keep them engaged