Customer management
View and manage customer profiles.
Overview
The Customers page gives you a comprehensive view of your customer base, including spending history, marketing preferences, and a powerful Pareto (80/20) analysis that shows which customers drive the most revenue.
Customer list
Go to Customers in your admin. The page shows six stat cards at the top:
- Total Customers — all customers in your database
- From Shopify — customers imported from Shopify
- Registered — customers who have created an account with a password
- Revenue (12 mo) — trailing 12-month revenue from settled orders
- Total Orders — lifetime order count
- 80/20 Analysis — what percentage of customers drive 80% of revenue
Pareto Analysis
The 80/20 card automatically calculates your Pareto ratio. If it shows "12% of customers drive 80% of revenue," you know exactly where to focus your VIP outreach.
Search and sort
Find customers by searching any of these fields:
- Email address
- Full name, first name, or last name
- Phone number
Sort the list by:
- Total Spent (default) — highest spenders first
- Orders — most orders first
- Recent — newest customers first
- Name — alphabetical
Customer profiles
Click any customer to view their full profile, including:
- Contact information and addresses
- Order history with totals
- Marketing consent (email and SMS)
- Tags for segmentation
- Shopify import status
- Account registration status
Adding customers
Click Add Customer to create a customer manually. You can also import customers in bulk:
- Import — upload a CSV file at Customers → Import
- Export — download your customer list as a CSV
Marketing preferences
The customer table shows marketing consent status with badges:
- Email — customer has opted in to email marketing
- SMS — customer has opted in to SMS marketing
- None — customer has not opted in to any marketing
Segments & tags
Segments are dynamic (auto-updating queries against customer attributes); tags are static labels you apply manually or via automation. Use both — segments for marketing reach, tags for hand-curated lists like “Sent thank-you note 2026” or “VIP appraisal scheduled.”
| Need | Use |
|---|---|
| “Customers who spent > $5k in last 12 months” | Segment |
| “Came in for the trunk show on 4/12” | Tag |
| “Has an active engagement lead” | Segment |
| “Got a custom Christmas card from owner” | Tag |
Lifetime value (LTV)
Each customer profile shows a real-time LTV card with three numbers:
- Total spent — sum of all settled orders, lifetime
- Average order value — total spent ÷ order count
- Predicted 24-month LTV — Bayesian forecast from order cadence and AOV trend
Predicted LTV powers the VIP segment by default — anyone whose forecast LTV crosses your top decile is auto-segmented for owner-direct outreach.
Merging duplicate customers
When the same person checks out twice with two different emails, head to either profile and click Find & merge duplicates. The system suggests matches by phone number, address, and name similarity. Merging is non-destructive — it links order history, marketing consents, and tags into the surviving record; the merged record stays as a redirect for 90 days.
Privacy actions
Each profile has a Privacy menu with one-click GDPR/CCPA actions:
- Export data — generates a JSON dump of every record linked to the customer (orders, addresses, marketing events, CRM notes). Emailed as a signed download.
- Anonymize — removes PII (name, email, phone, address) while keeping the order ledger intact for tax/audit. Order rows show “Anonymized customer.”
- Hard delete — destroys the record entirely, including order links. Owner-only; logged in audit. Use only when legally required.