Data
Introducing customer segments
Segments is now available in CRM, automatically grouping your contacts based on their behavior and value so you can quickly see your strongest customer groups, who’s slipping away, and how your customer base changes over time.
Automatic customer segmentation: Instead of manually defining conditions, Segments analyzes your contact base and automatically groups customers based on their loyalty activity or orders.
RFM segmentation: Choose RFM (Recency, Frequency, Monetary) for 11 standard segments, from Champions and Loyal Customers down to At Risk, Hibernating, and Lost, plus a Prospects bucket for contacts with no activity yet.
Single-metric segmentation: Focus on Recency, Frequency, or Monetary value individually and automatically group contacts into five levels, for example, from one-time to very frequent customers, or from very low to top spenders.
Segments that adapt to your business: Rather than relying on fixed thresholds, boundaries are calculated relative to your own customer base. A top spender, for example, represents the top portion of your customers rather than an amount predefined by Leat.
Real-time and nightly scoring: Every contact is scored and placed into exactly one segment during a nightly run. Between runs, a contact is re-scored the moment their activity changes, so a first order or a fresh visit moves them right away.
See how customers move: Segment history shows how your customer distribution changes over time and how contacts move between segments. Open an individual contact to see their own journey through the segments.
Works alongside contact lists: Segment membership sits on the contact record just like list membership, so you can filter by segment to build a dynamic list, campaign, or automation.
Contact lists are great when you already know who you're looking for; they answer "who matches my rule." But they can't tell you who your best contacts are right now, who's drifting away, or how your base is shifting over time.
Segments are built to answer that second set of questions, using your own data to define what "best," "at risk," or "top spender" actually means for your account, and keeping that definition accurate as your base changes.
What this means for you
Understand your strongest customer groups: Quickly see your Champions, Loyal Customers, top spenders, and other highly engaged groups.
Spot customers who may be slipping away: Identify At Risk, Hibernating, or Lost customers based on their behavior.
No thresholds to maintain: Segment boundaries are calculated using your own customer population and adjust as your customer base changes.
Stay up to date automatically: Your contact base is scored every night, while individual contacts are re-scored when their activity changes.
Understand changes over time: See how your segment distribution develops and track how individual customers move between groups.
Where to find it
Head to CRM → Segments. From there, create a new segment scheme by selecting a source (loyalty activity or orders) and a method (RFM or single-metric), then activate.
Heads up
Segments is currently in Beta.
For now, Segments are designed to help you understand and explore your customer base, but they are not yet actionable. We’re working on making segments actionable in the coming weeks.