Every transaction, invoice, and support note tied to a customer builds a profile you can use to serve them better and spot at-risk accounts early. Here's how to get the most out of customer profiles.
1. Keep customer records clean
Customer records are matched by email within your organization, not by name — two customers can share a name without being merged, which avoids incorrectly combining unrelated people's order histories. For walk-in or one-off customers without an email, a lightweight record is still created so the transaction has somewhere to attach, but treat these as distinct from your named customer base when analyzing retention.
2. Use notes and tags for context, not just contact info
The notes field on a customer profile is visible to every team member with customer access, which makes it the fastest way to hand off context between shifts or staff — a preference, a past issue, a standing order detail. Tags let you segment customers for filtering and reporting, such as Wholesale, VIP, or Net-30 Terms.
3. Watch the order history for retention signals
A customer profile's order history shows frequency and recency at a glance. A previously regular customer with a gap significantly longer than their typical purchase interval is a stronger churn signal than total lifetime spend — someone who spent a lot once isn't necessarily more valuable than someone who orders reliably every month.
Recency and frequency together predict churn better than total spend alone. Check the gap since last order, not just the lifetime total, when deciding who to follow up with.
4. Coordinate follow-ups across the team
Because notes and order history are shared across your team, avoid duplicate outreach by checking a customer's profile before reaching out — someone else may have already followed up. For larger teams, tagging a note with your name and date makes it easy for teammates to see who owns a given conversation.