Customer of the Year: How to Find and Reward Your Most Profitable Customer

With Fenlora Loyalty, you can precisely analyze customer behavior and identify your most valuable guests based on real data — not assumptions.

In this article, we’ll show you a powerful and practical way to strengthen relationships with your most loyal customers and turn them into true brand advocates.

Why does this matter?

Because brand advocates:

promote your business organically (free word-of-mouth marketing),
are the first to try new products and give high-quality feedback,
have a higher average check,
visit more often and generate more profit than regular customers.

There’s also a well-known loyalty statistic:
80% of revenue is generated by 20% of loyal customers

That’s why identifying, appreciating, and rewarding your top customers is not optional — it’s a growth strategy.

Step 1. Go to CRM and Configure the Columns

Open Fenlora CRM and configure the table columns as shown in the screenshot. Make sure the following columns are enabled:

Card number
Username
Phone
Activity status — ensure the status is Active
Purchased goods — shows what the customer buys most often (critical for gift personalization)
Total orders — helps you identify repeat customers (not one-time visitors), sort Z → A
Total spent — sort Z → A to bring the highest spenders to the top

This setup allows you to immediately see who brings the most value to your business.

Step 2. Identify Your Customer of the Year

Analyze the data and look for the customer who:

visits frequently,
has a high number of total orders,
has spent the most money overall.

In the example shown in the screenshot, the top customer is Yakup Ersin Alisan. This is your Customer of the Year — the person you should recognize and reward.

Step 3. Choose a Personalized Gift

The best gift is not random. It’s the product the customer already loves. Here’s how to choose it:

In CRM, find the Purchased goods column.
Click the eye icon next to the number of products (for example, 30 products).
Review the customer’s purchase history.
Select the product they order most often.

👉 In this case, the most suitable gift is San Sebastian cheesecake.

Why this works:

it feels personal,
it doesn’t look like a generic promotion,
it significantly increases the chance of a positive emotional response.

Step 4. Notify the Customer (Correctly)

You now need to inform the customer that they’ve become Customer of the Year.

Important: A push notification is the minimum option.

If the customer:

visits often,
spends a lot,
has shared their phone number,

👉 personal communication (a phone call or direct message) is far more effective.

❌ What NOT to do (bad push example):

"You became our Customer of the Year. Here’s a gift. Come urgently"

Why this doesn’t work:

too generic,
doesn’t reflect the customer’s value,
not personal,
not worthy of a VIP customer.

Such messages are often seen — but rarely trigger action.

✅ Recommended: Phone Call Script (Manager / Reception)

— Hello [Name], this is [Your Name] calling from [Cafe Name].

— Is this a good time to talk?

— Throughout the year, we ran a special “Customer of the Year” initiative, and we’re happy to tell you that you were selected as our Customer of the Year.

— We also noticed that you currently have 469 points on your loyalty card — that’s equivalent to, for example, two coffees.

— As a thank-you for your loyalty, we’d love to gift you a San Sebastian cheesecake, since we know it’s one of your favorites.

— Your gift will be available for 7 days.

— We’ll be happy to welcome you anytime.

Why This Strategy Works

You reward real value, not random behavior.
You make loyal customers feel seen and appreciated.
You increase emotional attachment to your brand.
You grow long-term revenue, not one-time sales.

By consistently identifying and rewarding your best customers, you don’t just retain them — you turn them into your strongest brand advocates.

Tip:

Open your Fenlora CRM right now.
Sort customers by Total spent and check their engagement.
Your next Customer of the Year may already be there.