Peak Customer

How do I turn a finding into an action?

Every decision on “Today”, every experience issue and every cohort has two buttons: “Task in Peak Work” creates a task linked to the affected products; “Record decision” writes the decision with its rationale to Peak Log. Peak Customer never sends anything to customers itself.

1. 01Open Peak Customer on “Today”.
2. 02On a decision, choose “Task in Peak Work” or “Record decision”.
3. 03You'll find the task in your inbox in Peak Work, and the decision in Peak Log.

How do I compare cohorts by month, first product or channel?

Under Customers → “Cohorts”. A cohort is all customers whose first order falls in the same group. You group by month, first product, channel, country or discount and see, for each cohort, repurchase after 30, 90 and 180 days, plus revenue and contribution margin per customer.

1. 01Open Peak Customer → “Customers” → “Cohorts”.
2. 02At the top, choose “Month”, “First product”, “Channel”, “Country” or “Discount”.
3. 03For “Month”, the cohort matrix shows the share with a second order by months since the first. A cell only appears once the whole cohort is old enough.
4. 04Open a cohort for details.

How do I ask Peak Customer something about my customers?

On “Today” there's the “Ask Peak” card. You type a question or choose an example, such as “Which complaints are increasing?”. The answer is rule-based, from the calculated numbers, and names its basis.

1. 01Open Peak Customer on “Today”.
2. 02Type your question in “Ask about your customers.” or choose one of the sample questions.
3. 03Click “Ask”. Below the answer, you see what it's based on.

Can I try Peak Customer without my own orders?

Yes, with the sample store “Nordwind Travel Goods”. It has made-up customers, and nothing is saved. A banner at the top shows that you're in the sample.

1. 01Open Peak Customer via the link below, or choose “View sample store” on the empty page.
2. 02Look at Today, Customers, Experience and Retention.
3. 03Use “To your customers” in the banner to return to your own data.

Where do the numbers in Peak Customer come from?

From the orders in Peak Profit and the customer feedback in Peak Voice of Customer. Peak Customer doesn't keep its own customer list: a customer is the pseudonymous customer key on the orders. Revenue is calculated after discounts, refunds and tax, and contribution margin only where cost of goods is known. The bottom of each page shows how complete the data is.

Why does Peak show some repurchase periods as “still open”?

Because only customers whose first order was long enough ago are counted. Someone who bought for the first time 20 days ago can't have come back within 90 days yet. If Peak counted those customers, every young cohort would look worse than it is. Groups below the minimum size (30 customers by default) are shown, but never treated as a pattern.

When is a customer considered overdue?

When more than 1.5 times their usual interval has passed since the last order: for repeat customers their own interval, for one-time buyers the store's typical interval to a second order. That's a rule, not a prediction. Owners and admins can change the factor at the bottom of each page under “Rules Peak calculates by”.

What do New, One-time buyer, Overdue and the other customer states mean?

Every customer has exactly one state based on a transparent rule about the purchase interval. “New”: one order, and the usual window for a second purchase is still running. “One-time buyer”: one order, and that window is over, which doesn't mean “lost”. “Active repeat” and “In buying window”: buys again, at the usual rhythm or right at the usual interval. “Overdue” and “Long overdue”: the usual interval has been clearly or many times exceeded. “Returned”: bought again after a long break. “Still open”: too little purchase history for a rhythm. Under “Customers” you can filter by each state.

How are the segments in Peak Customer created?

Each segment has a transparent rule shown right next to it, for example “Discount buyers: at least half of orders with a discount” or “Loyal repeat buyers: three or more orders and not overdue”. A customer can be in several segments; there's no hidden score. Groups below the minimum size are marked as “small group”. Segments describe behavior; they don't explain it.

What does Win-back show, and does Peak contact the customers?

Under Retention → “Win-back”, you see repeat buyers who are buying much later than usual, grouped by their last product and the channel of their first order. You also see how many have a high customer value, who experienced friction, and what a 10, 15 or 20% discount per order would cost. One-time buyers don't count here. Peak doesn't contact anyone: you plan the outreach in your email tool and record what was decided here with “Record decision”.

Who are the “Testimonial candidates”?

Repeat buyers with at least one positive statement in Peak Voice of Customer, few refunds and not long overdue. They're only candidates: Peak doesn't ask anyone, and a positive statement never automatically becomes a published testimonial. Requests and usage rights go through Peak Proof.

Why does Peak Customer say “No orders with a customer key yet.”?

Peak Customer only reads the orders from Peak Profit. As long as there are no orders there, Peak Customer stays empty. Connect Shopify through the shared connection or import your orders as a CSV into Peak Profit. Names and email addresses aren't needed for that. With “View sample store”, you can see what it looks like first.

Why don't I see any numbers or individual customers in Peak Customer?

That depends on your role in the company. Owners, admins and members see everything, including individual customers and customer feedback. Billing sees repurchase, cohorts and segments, but no individual customers and no customer feedback. Guests don't see Peak Customer. If you need more, ask someone who manages roles in the company.

Why are experience risks and the journey empty?

Because Peak Customer needs customer feedback from Peak Voice of Customer for them. Without it, Peak only sees orders. Journey stages without statements count as unknown, not as problem-free.

1. 01At the bottom of each page under “Data”, you can see whether customer feedback could be read.
2. 02Import reviews, support requests or surveys into Peak Voice of Customer.
3. 03Open Peak Customer again. Experience then shows issues that occur for two or more customers.