9. Customer and product losses
Customer Losses lists customers who bought regularly and have stopped altogether; Product Losses lists products that have stopped selling.
| Column | Meaning |
|---|---|
| Missed Value | The estimated revenue lost since they stopped. |
| Potential Profit Lost | The longer-term impact if the business is not recovered. |
| Times Bought | How often they bought before stopping — a regular buyer is worth more effort. |
| Last Sold to / Last Sold Date | When the last sale was. |
| Months Ago | How long ago that was. |
Customer Losses. Sort by Missed Value, then check Times Bought: a long-standing customer is the easiest to win back.
When a customer is counted as lost
A customer counts as stopped once the gap since their last purchase passes their usual buying interval by a set margin. The Minimum and Maximum Missed Days and Minimum Missed Value variables keep the list to losses that are recent enough to recover and large enough to matter.