A Critical CRM Analysis: How to Win Back Churning VIP Customers

While analyzing data in Fenlora CRM, we discovered a serious anomaly in one of our customer accounts.

In short, the situation looks like this: the business is losing one of its most valuable customers.

This customer has already generated $7,112 in total revenue.
However, they have not visited the business for 198 days.

• They didn’t leave a complaint.
• They didn’t write a negative review.
• They simply stopped coming.

Without proper analytics, most businesses don’t even notice when customers like this are lost. What makes this even more critical:

The customer still has 469 loyalty points on their card. This means they intended to return, but for some reason, it didn’t happen. A customer like this should be urgently recovered.

Below, we explain how to identify and act on such cases step by step.

After reading this article, we strongly recommend logging into your Fenlora dashboard and checking for similar situations — chances are, you have them too.

Let’s take a closer look at the first customer shown in the CRM table on the screenshot.

Customer data (from Fenlora CRM):

• Points: 469.16
• Total orders: 30
• Total spent: $7,112
• Activity status: Active
• Days since last purchase: 198

This is not a casual visitor. This is a customer who has made a significant contribution to the business’s revenue.

1. High repeat frequency

30 total orders means:

• consistent visits
• established habits
• strong trust in the brand

These customers don’t visit “just to try.” They return intentionally.

2. Proven financial value

$7,112 is:

• not an estimate
• not potential revenue
• real, realized revenue

Losing a customer like this:

• cannot be easily compensated by advertising
• is rarely replaced by promotions
• is usually more expensive than winning them back

3. Unused loyalty points

469 points indicate that the customer:

• actively used the loyalty program
• accumulated points
• planned future visits

When a customer with points stops coming, it signals a broken loyalty loop.

For cafés and restaurants, common benchmarks are:

• 0–60 days: normal break
• 90 days: risk zone
• 180+ days: customer churn

However, in the CRM the customer is still marked as Active. This highlights a common mistake businesses make:

In most cases, the story looks like this:

• the customer is loyal
• habits or circumstances change
• the business doesn’t notice
• the customer switches to a competitor

Without proper analytics, this process happens silently. Fenlora makes this visible through data.

Step 1. Identify churn riskIn Fenlora, you can clearly see this using:

• Days since last purchase
• Total spent
• Total orders
• Points balance

This customer is a clear candidate for recovery.

Step 2. Choose the right communication channel

A push notification is the minimum viable option. But if the customer:

• visited frequently
• spent a significant amount
• shared their phone number

then the most effective approach is personal contact — phone call or direct message.

Important guidelines:

• Don’t ask “Why did you stop coming?”
• Don’t sound defensive
• Don’t turn the conversation into a sales pitch

The goal is simple: rebuild the relationship.

Step 3. Choose a profitable recovery gift

Let’s do the math:

• Customer’s historical revenue: $7,112
• Reasonable recovery budget: 1–3%
• Approximately $70–$200

This approach:

• doesn’t hurt your margins
• is much cheaper than ads
• is logical and sustainable

The most effective gift is:

• the product the customer orders most often

Fenlora shows you:

• Purchased goods per customer

How to use this:

1. Open the customer card
2. Review their purchase history
3. Identify the most frequently ordered item
4. Offer it as a gift

This makes the offer:

• feel personal
• not like a generic promotion
• significantly more likely to convert

Every business has customers like this. Manual tracking, however, is:

• difficult
• time-consuming
• often too late

With Fenlora, you can:

• detect high-value customers who stopped visiting
• trigger automated recovery scenarios
• deliver personalized offers at the right time

This allows you to act before the customer is fully lost.

Most businesses don’t lose random customers. They quietly lose their most valuable ones.

With Fenlora, you can:

• identify these anomalies early
• take timely action
• protect the customers who drive your revenue