Customer Segmentation using RFM Analysis

Customer Segmentation using RFM Analysis

How well do you know your customers? Whether you operate in a B2B or B2C space, chances are that 80% of your business comes from just 20% of your customers (Pareto's Principle). According to a study by Forbes, acquiring new customers costs five times more than retaining the existing ones. Identifying high-value customers is crucial to increase revenue and building brand loyalty.

Customer Segmentation is a critical strategy for businesses to understand and engage with customers effectively. Understanding the behavioral patterns of customers can help personalize the purchases they make and cater to their needs better. 

Questions like who are the customers who contribute more to sales, who are the customers about to churn, will help digital marketers understand the behavioral patterns of their customers. 

While there are many criteria based on which the customer base can be segmented, this solution focuses on segmenting customers based on the RFM analysis.

What is RFM Analysis?

RFM analysis (Recency, Frequency and Monetary) is a method used to identify and segment existing customers based on their purchasing behavior.  The key metrics of RFM analysis include

Recency

Recency refers to how recently a customer has made their purchase and this is the most important metric of the other metrics. This metric is a strong indicator of customer loyalty and interest.

Frequency

Frequency refers to how often a customer makes purchases or interacts with a business within a specific period. It measures the level of engagement and loyalty of a customer.

Monetary

Monetary value refers to the total amount of money a customer has spent with a business during a specific period. 




Industry-Specific Applications of RFM Analysis

  • SaaS and subscription services: RFM analysis can be adapted for SaaS and subscription services to segment users based on engagement, renewals, and revenue contribution.
  • Financial Sector: RFM analysis can improve credit scoring and risk assessment by evaluating customer transaction patterns, helping financial institutions make more informed loan approval decisions.

Data Requirements

For RFM analysis, you'll need a transactional dataset with the following equivalent columns (details) 
  • A product (Product ID)
  • A related transaction (Transaction ID)
  • Number of products purchased in a transaction (Product Quantity)
  • The product purchase price (Product Price)
  • Transaction date (Date)
  • Customer who made the purchase (Customer ID, Customer Name)
We have used a sample table of e-commerce data for illustration.

Steps for Implementing RFM analysis

1. Gather and Prepare Transaction Data : 

Gather all transaction data, ensuring it includes customer identifiers, transaction dates, and monetary amounts, and address missing or inconsistent values, ensuring data integrity before analysis.

2. Compute RFM Metrics: 

To segment customers based on their behavior, we compute three key metrics: Recency (R), Frequency (F), and Monetary Value (M). Below are SQL queries for each, along with detailed explanations.

Recency (R)

Recency measures how recently a customer made a purchase. It is calculated as the number of days since their last transaction. Customers with recent purchases are more engaged, while those who haven’t bought in a long time may be at risk of churn.

The time frame for RFM analysis should be tailored to your business model and industry. Choosing the right period for RFM analysis is essential, as it directly influences the accuracy of customer segmentation and the quality of insights derived.

Frequency (F)

Frequency tracks how often a customer makes purchases within a specific period. A higher frequency indicates a loyal customer who regularly shops, while a lower frequency suggests occasional or one-time buyers.

Monetary Value (M)

The total amount spent by the customer in the same period

RFM Query Table

SELECT
"Customer ID",
"Customer Name",
DAYS_BETWEEN(MAX("Transaction Date"), CURRENT_DATE()) AS "Recency",
COUNT ("Order ID") AS "Frequency",
SUM("Transaction Amount") AS "Monetary Value"
FROM  "Customer Data" 
GROUP BY "Customer ID",
  "Customer Name" 
ORDER BY "Recency" ASC,
  "Frequency" DESC,
"Monetary Value" DESC 



3. Segment Customers using Cluster Analysis

Manual scoring can skew the results and may not be practical for handling large volumes of data. In contrast, using machine learning algorithms like cluster analysis ensures unbiased, efficient, and data-driven segmentation. Unlike traditional scoring methods such as the quantile or percentile-based approach, cluster analysis recognizes inherent relationships and patterns in the data. With cluster analysis, business can obtain accurate segmentation and devise targeted strategies to improve sales and customer retention.

Follow the below steps to apply cluster analysis,
  1. Click the Create New icon and choose New chart from the drop-down menu.
  2. Add the columns to the chart shelf as shown below,
    1. X-axis: Customer Name
    2. Y-axis: Monetary Value with Sum function.
  3. Click Generate Graph and change the chart type to bar chart.

  4. Click the Analysis icon and select Cluster Analysis > Add Clusters.
  5. The Model is chosen automatically based on the columns dropped in the shelves.
  6. By default, the columns dropped in the shelves (Monetary Value) are selected as factors. Click the drop-down icon to include Recency and Frequency columns as factors.

  7. The number of clusters is determined automatically but can be adjusted based on business needs and specific customer segmentation goals to ensure optimal categorization.
  8. Choose the Normalization method to prevent values of high ranges from dominating the results. For instance, Recency (measured in days) and Monetary Value (measured in currency) have different scales, and normalization ensures a balanced contribution from each metric.
  9. Click Apply.

4. Export Clusters Data

Once the customer profiles have been segmented using cluster analysis, Export the Current view in the preferred table format to build more data visualizations to understand the clusters.


Build an RFM Analysis Dashboard

The RFM analysis dashboard provides a comprehensive view of customer behavior. Let's look at the steps involved in building this dashboard.

1. Import the Clusters Data

Import the downloaded clusters table back into Zoho Analytics using the files option as given below.
  1. Click the New icon on the side navigation panel and choose New Table/ Import Data.
  2. Select files and choose the Clusters Table to import and click Next.
  3. A data preview will be displayed; verify the data types of columns and click Create.

2. Create Reports to Understand the Characteristics of the Clusters

While the data is clustered, understanding the characteristics of each cluster is what enables businesses to take strategic actions. This includes identifying which customers need targeted marketing, personalized engagement, or retention efforts. Recognizing patterns within clusters provides insights into customer behavior, which is essential for optimizing marketing campaigns, improving retention strategies, and enhancing customer experience.
The below reports help understand the distribution of customers across different monetary value, recency and frequency segments within each cluster.

Clusters vs Monetary Value 

  1. Access the cluster table (imported data) and click the new icon > chart view.
  2. Drag and drop the columns as given below:
    1. X-axis - Clusters
    2. Y-axis - Monetary Value with the Count function.
    3. Color - Monetary Value with the Actual Range function.

Analyzing the chart, we can infer that,
  • Cluster 1 consists of a diverse group of customers spanning all spending levels.
  • Cluster 2 includes moderate to high spenders who contribute significantly to revenue.
  • Cluster 3 comprises low to mid-range spenders, often occasional buyers.
  • Cluster 4 represents high-value customers with premium spending habits.
  • Cluster 5 consists primarily of low spenders with minimal purchasing activity.
You can similarly create reports to know about the distribution of customers for the Recency and Frequency metrics.

The below table lists the characteristics of clusters

Cluster
Cluster Classification
Recency
Frequency
Monetary
Recommended actions
Cluster 1
Needs Attention
100 to 150 days
Low to Moderate 
 Diverse spending
Re-engagement campaigns, discounts, or reminders to encourage repeat purchases.
Cluster 2
Loyalist
0-50 (Highly Active)
High
Consistent moderate-to-high spenders
Loyalty programs, exclusive deals, early access to new products to maintain engagement.
Cluster 3
Potential Loyalist
0-50 (Active)
 Low to Moderate  Budget-conscious, occasional buyers Cross-selling, personalized recommendations, and value-based promotions.
Cluster 4
Champions
100-150 (Inactive)
Moderate to High (Frequent buyers)
High spenders
VIP experiences, personalized services, and premium offers to retain and enhance their spending.
Cluster 5
Hibernating
Mostly inactive or infrequent
Low
Minimal spending
Win-back campaigns, incentives, special discounts, and targeted ads to regain interest.


Based on the above table, you can give specific labels to the clusters using the bucket columns option.

RFM Dashboard


Limitations & Considerations of RFM Analysis

While RFM analysis is a powerful customer segmentation tool, businesses should be aware of certain limitations and factors that can influence results:

  • Data Freshness and Relevance: RFM analysis relies on transactional data, making the freshness and relevance of this data crucial for accurate customer segmentation. Setting up automated data imports ensures real-time updates, reducing the risk of working with stale data.
  • Seasonal Variations: Customer purchasing behavior often fluctuates due to seasonal trends, holidays, and industry-specific cycles, which can impact RFM scores and lead to misleading segmentation if not accounted for properly. Instead of analyzing only recent months, compare customer behavior for the same period in previous years to detect true engagement patterns.

    • Sticky Posts

    • What's New in Zoho Analytics - January 2026

      Hello Users! We are starting the year with a strong lineup of updates, marking the beginning of many improvements planned to enhance your analytics experience. Explore the latest improvements built to boost performance, simplify analysis, and help you

    • What's New in Zoho Analytics - November 2025

      We're thrilled to announce a significant update focused on expanding your data connectivity, enhancing visualization capabilities, and delivering a more powerful, intuitive, and performant analytics experience. Here’s a look at what’s new. Explore What's

    • What's New in Zoho Analytics - October 2025

      Hello Users! We're are back with a fresh set of updates and enhancements to make data analysis faster and more insightful. Take a quick look at what’s new and see how these updates can power up your reports and dashboards. Explore What's New! Extreme

    • What’s New in Zoho Analytics – September 2025

      Hello Users!! In this month’s update, we’re raising the bar across multiple touchpoints, from how you bring in data, plan and track projects to how you design and brand your dashboards. We’ve added the all-new Gantt chart for project visualization, expanded

    • Announcing Agentic AI - Ask Zia!

      We are delighted to roll out the new agentic AI capabilities in Ask Zia, where every stage of the BI workflow is assisted by AI. With a human-in-the-loop approach, Ask Zia ensures that you’re in command of the decision, while AI handles the complexity.

    • Recent Topics

    • Address changes in quote form

      When entering a quote, the first piece of information required is the Account, which properly populates the billing and shipping address fields. Then I use the lookup function to select a contact, and when I do, the billing and shipping addresses are

    • Automation#24: Auto-Update custom field from Accounts to Tickets

      Hello Everyone! Welcome back to the Community Learning Series! This episode dives into how Zylker Techfix streamlines account-related ticket references. Previously, employees had to manually check account details to retrieve specific customer information,

    • Kaizen #227 : Client Script Support for List Page (Canvas)

      Hello everyone! Welcome to another week of Kaizen. In today's post lets see how Client Script can be used in Canvas List Page to mask sensitive information from specific roles and add colors to Canvas List Page records based on custom criteria.This use

    • Implement Date-Time-Based Triggers in Zoho Desk

      Dear Zoho Desk Support Team, We are writing to request a new feature that would allow for the creation of workflows triggered by specific date-time conditions. Currently, Zoho Desk does not provide native support for date-time-based triggers, limiting

    • Automation#25: Move Tickets to Unassigned When the Owner Is Offline

      Hello Everyone, Welcome to this week's Community Series! 'Tis the holiday season—a time when work often takes a brief pause. The holiday spirit is in full swing at Zylker Techfix too, with employees taking some well-deserved time off. During this period,

    • Automation#27: Retain Ticket Owner on Moved Tickets

      Hello Everyone! This week, we present to you a custom function that retains the ticket owner when a ticket is moved from one department to another. Here’s more to help you understand the custom function: At Zylker Techfix, Alex, the Support Engineer manages

    • Automation#28 Notify Agents on Article Expiry

      Hello Everyone! This week, we’re bringing you a feature that notifies your team when articles in the Knowledge Base are set to expire to keep your content relevant and helpful for customers. The Zoho Desk's Knowledge Base is an asset for customers to

    • Automation#29 Retain ticket status on moved tickets

      Hello Everyone, Hear out Zylker Techfix’s Success Story on Smoother Ticket Transitions! Zylker Techfix, a gadget servicing firm committed to quick repairs and timely deliveries, faced a challenge when ticket statuses changed automatically while moving

    • Automation#32:Auto Add New Portal Users to the Help Center User Groups

      Hello Everyone, Introducing a custom function that automates the process of adding new portal users to Help Center user groups, making user management effortless! By default, Zoho Desk allows you to assign new portal users to groups manually. But with

    • Automation#34 : Automate Email threading for Ticket notification

      Hello Everyone, It's been a while since we've presented an automation. However, our community has been buzzing with ideas, use cases, and discussions with our community experts and Ask the Experts session. So, here we are again, presenting an automation

    • Automation#35 : Auto-Add Comments under the Owner's Name in Tickets via Macros

      Hello Everyone, This week's custom function provides simple steps to configure a Macro for adding comments to tickets with the name of the Comment owner. When managing tickets, you can use the Comment feature to communicate internally with your team and

    • Automation#36: Auto-create time-entry after performing the Blueprint transition

      Hello Everyone, This week’s edition focuses on configuring a custom function within Zoho Desk to streamline time tracking within the Blueprint. In this case, we create a custom field, and request the agent to enter the spending time within the single

    • Automation#33: Automate Splitting Names for Existing Contact Records

      An organized directory – who doesn't love one? Previously, we explored how to split contact names into First Name and Last Name for new contacts in Zoho Desk. But what about existing contacts already in your database? This week, we bring you a custom

    • Workqueue

      I really like the idea of the Workqueue generally - it will be really useful. What it seems to lack however, is the ability to customise it properly. I want to be able to show a custom view rather than just "My Leads" and "Leads Assigned in Last 3 hours".

    • Webform & spam

      Hi, We set up 2 webform on our website, fowarding the content to Zoho CRM. Since it has been opened up, we are getting lot of spam message (for now about 20 a day). To lower the amount of false new leads we added the captcha field and new enquieries are

    • Zoho CRM Web form page URL

      Hi there, I am getting quite a bit of spam through my Zoho CRM Web form and want to restrict the URLs it is submittable from. I can see that I can add Location URLs but I need to be able to just add a domain so can I enter mydomain.com/* to cover all

    • Receiving too many Spam Leads. Why?

      I am receiving so many junk leads from web forms created by zoho's platform. The junk queries are increasing day by day and are affecting our business. I am continuously following up with zoho team from the past one year but not getting any satisfactory

    • Mail Merge is not working properly as far as the AUTOMATE section is concerned

      Hi there, I created a Mail Merge template for the Deal module. I would like Deal owners to mail merge their Deal records, download the Mail Merge document as a Word doc and make a few changes before sending it to the customer. Thing is, neither the "Merge

    • Canvas Detail View Related List Sorting

      Hello, I am having an issue finding a way to sort a related list within a canvas detail view. I have sorted the related list on the page layout associated with the canvas view, but that does not transfer to the canvas view. What am I missing?

    • project name field issue- n8n

      Hey guys, I have a question. I want to create a new product using the workflow. The problem is with the product name field; I don't know how to fill it in. The workflow starts with retrieving information from the leads table, retrieving links to scrape

    • Function #20: Custom calculation in item table of invoices

      When you create an invoice in Zoho Books, the 'Amount' of a line item is typically calculated as the product of the "Quantity" and the "Rate" of the item. For instance, if an item has a sales rate of $50 and a quantity of 5 is sold, then the amount would

    • Critical:- Eneble TDS filing for 26Q from the zoho book

      We currently extract TDS data from Zoho Books and manually input it into a separate TDS software to generate the FUV file and file returns. Previously, while using Tally, we benefited from an integrated feature that seamlessly recorded transactions and

    • How to track repeat customers?

      I own a food business and every order is entered into Zoho with: a unique Customer ID total order amount date of order With this information, I want to be able to see a list of my "best" customers. In other words, descending lists arranged according to:

    • Zoho Books - Breaking A Working App

      We've been using Zoho for many years now. Across all apps, entering phone numbers in standard formats was enabled in all apps. These formats are: xxx.yyy.zzzz xxx-yyy-zzzz (xxx) yyy-zzzz and we were able also to add extension numbers in these formats:

    • Build data protection into your support

      At Zoho, privacy is our principle. Every Zoho product is built with privacy as the foundation and the finishing touch, guiding every decision we make. Security, privacy, and compliance are woven into the software development lifecycle, starting from how

    • Conditional formatting: before/after "today" not available

      When setting conditional formatting, it only allows me to set a specific calendar date when choosing "Before" or "After" conditions. Typing "today" returns the error "Value must be of type date". Is there a workaround? Thanks for any help!

    • Display Client Name in Zoho Creator Client Portal Dashboard

      Hello Zoho Creator Team, We hope you are doing well. Zoho Creator recently introduced the option to set a client’s display name in the Client Portal settings, which is very helpful for providing a personalized portal experience. However, there is currently

    • Customizable UI components in pages | Theme builder

      Anyone know when these roadmap items are scheduled for release? They were originally scheduled for Q4 2025. https://www.zoho.com/creator/product-roadmap.html

    • Amazon.in FBA multiple warehouse integration with Zoho Inventory

      My organisation subscribed to Zoho One looking at the opportunity to integrate Amazon.in with Inventory. But during the configuration, we understood the integration has severe limitations when it involves multiple warehouses in the same Organisation.

    • Feature Request - Set Default Values for Meetings

      Hi Zoho CRM Team, It would be very useful if we could set default values for meeting parameters. For example, if you always wanted Reminder 1 Day before. Currently you need to remember to choose it for every meeting. Also being able to use merge tags

    • Windows Desktop App - request to add minimization/startup options

      Support Team, Can you submit the following request to your development team? Here is what would be optimal in my opinion from UX perspective: 1) In the "Application Menu", add a menu item to Exit the app, as well as an alt-key shortcut for these menus

    • Ability for admin to access or make changes in zoho form without asking for ownership

      Currently in zoho form only form owner can make the changes in the form and if someone else has to make changes then we have to transfer the ownership to them and even admin also cant access it . So i think admin must have the ability or option to access

    • Issue with WhatsApp Template Approval and Marketing Message Limit in Zoho Bigin

      We are facing issues while creating and using WhatsApp message templates through Zoho Bigin, and we request your clarification and support regarding the same. 1. Utility Template Approval Issue Until December, we were able to create WhatsApp templates

    • Zoho CRM Calendar View

      Hello Zoho team, We need desperately a calendar view next to list, kandan and other views. I think it should be easy to implement as you already have the logic from Projects and also from Kanban View in CRM. In calendar view when we set it up - we choose

    • Camera

      I can sign on to a meeting and see the other participants, but my screen is dark. The instructions for Zoho "Camera Settings" say "click on lock icon in address bar," but I don't see that icon! Suggestions?

    • What is Workqueue and how to hide it?

      Hi， My CRM suddenly have this "Workqueue", may I ask how to set the permission of this tab?

    • Batch/lot # and Storage bin location

      Hi I want to ask for a feature on Zoho inventory I own a warehouse and I've gone through different management software solutions with no luck until I found Zoho, it has been a game changer for my business with up to the minute information, I'm extremely happy with it. It's almost perfect. And I say Almost because the only thing missing for me (and I'm sure I'm not alone) is the need of being able to identify the lot number of my inventory and where it is located in the warehouse. Due to the nature

    • Adding Sender Address with Basic Plan

      According to the knowledge base, I should be able to add Sender addresses with the Basic Plan. But whenever I try to add an email, it takes me to a search window and I cannot find any emails in the list. Even mine, which is the admin. email.

    • Conditional Field Visibility in Bigin CRM

      I would like to request support for conditional field visibility within Bigin CRM. This feature should allow administrators to configure show/hide rules for fields based on predefined criteria (e.g., field values, picklist selections, stage changes,

    • Bill automation in Zoho Books

      Hi I am looking for 3rd-party options for bill automation in zoho which are economical and preferably have accurate scanning. What options do I have? Zoho's native scanning is a bit pricey

    • Next Page