Customer statuses and key accounts

Not every customer should be worked the same way. RevLogic gives each account a set of statuses so your team can tell at a glance who they’re about to call.

There are four:

• Key account — one of your most important customers.
• Growing — their spend is clearly up.
• Shrinking — their spend is clearly down.
• Winback — they’ve drifted far enough past their reorder date to come off the call list. See Churn risk and winback.

They are independent flags, not a ladder. A customer can be a key account and growing. A key account can be in winback — which is exactly the account you want somebody phoning rather than emailing.

Key accounts

A customer is a key account if they meet any one of three rules. They don’t have to meet all three, and that’s deliberate: a hospitality supplier’s best customers reorder every fortnight, while a manufacturer might order three times a year and spend far more doing it. One yardstick can’t catch both.

You set all three in Settings → Key accounts, in your store’s own currency. Pick the numbers that match your business — the defaults are a starting point, not a recommendation.

Both order-count rules use a rolling window, so status keeps up with the calendar on its own. A customer who placed five orders in the spring and none since stops being a key account when those orders age out of the 90-day window, without you doing anything.

Total spend: lifetime or the last 12 months

The spend rule can be measured two ways:

• Lifetime (the default) uses the total on the customer’s own Shopify record. It counts everything they have ever spent with you, including orders from before your Order History Lookback window — which matters if your best accounts had their biggest years a while ago.
• The last 12 months uses the orders RevLogic has synced. This option is only available when your Order History Lookback covers at least 12 months; below that it’s locked, because RevLogic can’t honestly measure a year it hasn’t synced.

If your lookback is under 12 months

The orders in the last 12 months rule needs a year of order history to be truthful, so on a shorter lookback it is switched off rather than scaled down. Scaling it down would quietly turn it into a different rule than the one you set. The other two rules work at any lookback.

To use it, raise Settings → Order History Lookback to 12 months or more and re-sync.

Setting key accounts by hand

Rules don’t know everything. Every customer card on the Dashboard carries a Key account button showing which of three states that customer is in, and you can change it at any time:

Use Always for an account you know matters — a customer you’ve just signed, a name your team recognises from a spreadsheet, a buyer whose big years are behind them. Use Never for the opposite case: a one-off bulk order or an internal account that trips a rule without being a real key account. Never is the cleaner fix for a single odd customer; if you find yourself using it repeatedly, your thresholds in Settings are probably set too low.

Switching a customer back to Automatic hands them to the rules again. If they qualify on the numbers, they simply stay a key account for that reason instead.

Never also removes the Shopify tag. If you have the key-account tag switched on (see below), excluding a customer removes RevLogic Key Account from their Shopify record on the next pass, and clears the revlogic_key_account property in Klaviyo if you’ve connected it. Both follow within a few minutes.

Always works for customers with no recent orders. This is the case it was built for. A customer whose orders all fall outside your lookback window has no intelligence card — there’s nothing recent to analyse. Setting them to Always a key account gives them a card anyway, showing what RevLogic does know: their name, contact details, and the lifetime order count and spend from their Shopify record. They now appear in your key accounts, carry the tag, and can be quoted like any other account.

What that card deliberately doesn’t show is a reorder cycle, a spend trend, a health score, or a churn risk — and neither do the tags, the Shopify reports, or the Klaviyo properties for that customer. RevLogic has no orders to work those out from, and a made-up “high risk” on your most important account would be worse than a blank. The card says as much. Once they order again, everything fills in on its own.

Where key accounts show up

• Dashboard — a KEY flag on the call-list row, so a rep sees it before they dial, and a Key accounts filter to work only those.
• Customers — a Status column, and a Key accounts button that lists every key account in the store, ranked by lifetime revenue.
• Winback — a Key badge on the row.
• The customer card and the quote screen — a Key account badge alongside the risk badge.

On the customer card and the Customers list, the badge tells you why someone is a key account. Key account on its own means you set them that way by hand; Key account · auto means they qualified on the numbers, and hovering it names the rule that did it. Excluded customers show no badge at all — their card’s Key account button reads Never.

Growing and shrinking

Growing and Shrinking come from the customer’s own spending history: RevLogic compares what they spent in their most recent stretch against the stretch just before it. A customer is Growing when recent spend is clearly higher, Shrinking when it’s clearly lower.

The length of that stretch is set by how often they order — about six of their usual order gaps, never shorter than 30 days or longer than six months. So a customer who buys every week is judged on roughly the last month against the month before, while one who buys every couple of months is judged on the last half-year against the half-year before. A frequent buyer’s slide shows up while you can still do something about it, and an occasional buyer isn’t labelled on the strength of one quiet fortnight. Wherever the comparison appears on a customer card, RevLogic names the window it used, so you can see what the percentage is measured over.

Small movements don’t get a status. There’s a deliberate margin either side of “flat” so an account hovering around the line doesn’t gain and lose a badge every week — if you see one of these, the change is real.

The comparison needs at least three orders on each side, so a new or very occasional customer won’t show either status yet. There isn’t enough to compare.

Tagging statuses in Shopify

Your statuses live inside RevLogic. If you also want them in your Shopify admin — in segments, in Shopify Flow, or in an email platform — RevLogic can keep a tag on the customer record for you.

If you use Klaviyo, pick one route. Connect Klaviyo in Settings → Klaviyo and build your segments on the revlogic_* profile properties (RevLogic properties in Klaviyo); if you haven’t connected it, build them on the Shopify Tags property that carries the tags below (Build Klaviyo segments from RevLogic statuses). The tags stay available and keep working either way — just don’t build on both, or the two will disagree with each other for a few minutes at a time.

Open Settings → Status tags in Shopify. Each tag has its own switch and each is off until you turn it on, because a customer tag is loud: it moves segments and fires whatever automations you have running on tags.

RevLogic keeps each tag in step on its own — added when a customer takes on the status, removed when they lose it. You never apply or clear one by hand. And RevLogic only ever removes the tag it added: if a member of your team applies the same tag themselves, it’s left alone.

The segment worth saving

In Shopify, create a customer segment using one line:

customer_tags CONTAINS 'RevLogic Key Account'

Save it as a named view and it stays current on its own. The same tag is what an email platform reads — Shopify customer tags sync into most of them as a segmentable field.

Keeping marketing off your key accounts

This is the reason most teams turn the key-account tag on. Add the tag as an exclusion on your marketing flows and campaigns, so automated email skips your most important customers and a salesperson calls them instead. Nothing is more expensive than a generic win-back email landing on an account your rep is mid-conversation with.

How quickly tags update

• A customer who places an order is rebuilt within a few minutes, so a status they gain or lose from that order reaches the tag quickly.
• A key account you set by hand is rebuilt the same way, so the tag follows within a few minutes — whether you set them to Always, to Never, or back to Automatic.
• A change to your key-account rules in Settings also lands within a few minutes. Changing an order-count rule rebuilds every customer; changing the spend threshold or its window re-checks every customer’s status against the new number.
• A status that changes with the calendar — orders ageing out of the 90-day window, an account drifting into winback — is picked up by a nightly check, so it lands by the next day.

The first time you switch a tag on, RevLogic tags everyone who currently qualifies in one background pass. On a large store that takes a few minutes; the confirmation dialog tells you roughly how many customers that is before you commit.

Before you turn one on

These tags are visible to everything in your store that watches customer tags. If you have Shopify Flow automations, an email platform, or any app that triggers on tags, they will fire for every customer tagged in that first pass. Check what you have running on customer tags first.

Turning one off, and uninstalling

Turning a tag off removes it from every customer RevLogic put it on, in a background pass. Any segment built on it stops matching. That’s deliberate — a leftover status tag on a customer who no longer holds that status would be actively wrong, and would keep firing your automations while it was.

Uninstalling RevLogic is different. Once the app is removed, Shopify revokes its access immediately, so RevLogic can’t clean up and the tags stay exactly as they were. If you plan to uninstall and don’t want them left behind, switch the tags off first and give it a few minutes.

Next steps

• Churn risk and winback covers the winback status and its list.
• The call list and sort modes covers working the call list day to day.
• What RevLogic can access lists everything RevLogic reads and writes in your store.