You have customers. The hard part is getting them to come back.

New customers, regulars, catering clients, event guests, people who ordered once and disappeared. You probably have information on all of them. It is just spread across different places, and it doesn't tell you what to do next.

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The questions that never get answered

  • Who are your best customers?
  • Who hasn't ordered in a while?
  • Who is likely to come back?
  • Who might be slipping away?
  • Who actually wants to hear from you?
  • And who should you be talking to today?

Skibble CRM helps you answer them, and then act on the answer.

The customer who ordered once is easy to forget.

  1. Someone discovers your business, places an order, and leaves.

  2. Maybe they loved it. Maybe they meant to come back.

  3. But unless someone follows up at the right time, nothing happens.

  4. They get busy, they forget, and another business gets their next order.

  5. A potential regular becomes a one-time customer.

  6. Now picture that happening across your whole customer list.

That's a lot of missed second orders.

A clearer picture of the people behind the orders.

Customer activity, purchase history, marketing permissions, email campaigns and follow-ups, together in your Skibble dashboard. Built so the information turns into something you can do.

See the whole customer, not just the last order.

Open a profile and see what someone has spent, how often they order, when they last bought, and what they have agreed to hear about.

  • Lifetime spend, average order and last order, split across storefront orders, catering and experiences
  • A timeline of each person's orders, bookings, quotes, messages and campaigns
  • Marketing permission recorded per purpose: promotions, drop alerts, newsletter, event updates and catering follow-up
  • Unsubscribes respected per channel, and checked again before every send
  • Where each person came from: a storefront order, a catering request, an experience booking, a direct message or an import
  • Import contacts from a CSV, and merge duplicates into one record

Marketing permission doesn't come in with a CSV import. It is recorded as people give it, at checkout or on your subscribe form.

Jordan T.

Came in through a storefront order

Repeat
Lifetime spend
CA$642.50US$642.50
Average order
CA$71.39US$71.39
Last order
12 days ago

Where the money comes from

  • Storefront ordersCA$318.50US$318.50
  • CateringCA$280.00US$280.00
  • ExperiencesCA$44.00US$44.00

Email permissions

  • PromotionsOn file
  • Event updatesOn file
  • Catering follow-upOn file
  • NewsletterNever asked

Timeline

  • Order completedWeekend menu pre-order
  • Experience bookedSupper club, 2 tickets
  • Quote acceptedOffice lunch for 20
Example profile. Names and amounts are illustrative.

Know where every customer stands.

Skibble works out each person's stage from their ordering behaviour, and refreshes it nightly. At risk is measured against each person's own rhythm, so a monthly catering client and a weekly regular are judged differently.

  1. Getting to know you

    • ProspectKnown to you, hasn't subscribed or bought.
    • SubscriberOpted in, hasn't bought yet.

  2. Buying

    • First-timeBought exactly once.
    • RepeatBought more than once.
    • LoyalBuys consistently and recently.

  3. Slipping away

    • At riskOverdue against their own ordering rhythm.
    • LapsedLong past due. Treat it as a win-back.

  4. Back again

    • Won backOrdered again after lapsing.

Stages aren't a one-way street. A loyal customer can slip to at risk, and a lapsed one who orders again shows up as won back, so you can see who came home.

Find the right people without a spreadsheet.

An audience is a saved description of a group, not a frozen list. It re-counts itself every time you use it, so the catering clients who have gone quiet are the ones who have gone quiet today.

Catering clients who have gone quiet

One audience, as the builder writes it.

  • Last orderwas more than45 days ago
  • and
    Catering spendis more thanCA$0US$0
Skibble reads it back in plain words, and shows how many of them you have permission to email.

Ready on day one

  • First-time buyers

    Exactly one order so far. The second order is the one that matters most.

  • Repeat customers

    Two or more orders, and not currently slipping away.

  • VIPs

    The top spend band of your own customers, ordering often.

  • At risk

    Quiet for about twice their usual gap between orders.

  • Lapsed

    Gone quiet for much longer. Time for a win-back.

  • Never ordered

    On your list, but hasn't bought yet.

  • Catering leads

    Booked catering before, or sent a catering or quote request.

  • Experience attendees

    Anyone who has spent money on an experience.

  • New this month

    Anyone who first appeared in the last 30 days.

Send the email to the people it's meant for.

Pick an audience, write the email, and send it. Campaigns go out by email, and only to people who said yes to that kind of message.

  • Write an email and send it to a saved audience
  • Only people with permission for that kind of message receive it. Everyone held back is listed with the reason
  • See who received it, who opened it and who clicked
  • "Ordered after it" counts real orders placed within a set window after the send, not just opens
  • Unsubscribes and bounces are tracked, so the next send respects them

Every campaign report answers

  1. Who got it

    Everyone the email reached.

  2. Who didn't, and why

    Not opted in, unsubscribed, or no email address on file.

  3. Who opened and clicked

    Counted against the people who received it.

  4. Who ordered after it

    Measured from real orders within the attribution window.

Follow up at the right time, without having to remember.

A journey is a short series of emails and waits that starts when something happens. Set it up once, and every new first-time customer or quiet regular who has said yes to hearing from you gets the same follow-up.

  • Start from ready-written templates, or build your own from triggers, waits, conditions and emails
  • Start a journey when someone joins an audience, places an order, has a date coming up, or when you publish a drop
  • Every new journey lands as a draft. Nothing sends until you turn it on
  • Permission is checked before every email, and people who have had too many messages recently are held back
  • See who is in progress, waiting, finished or left early

Templates, with the words already written

  • Welcome series
  • Post-order thank you
  • Win back
  • Birthday
  • Drop alert

The Win back template

  1. Starts

    Someone becomes At risk

  2. Email

    “It has been a while”

    What has changed on the menu. No discount.

  3. Wait

    7 days

  4. Check

    Have they ordered since?

    If yes, the journey ends here.

  5. Email

    “One more from us”

    The last one they'll get.

It lands as a draft. You read it, change anything you like, and turn it on.

Know whether it's working.

Stages and scores are worked out from your real orders and refresh nightly. Campaign reports count the orders that followed, not just the opens.

  • Where everyone stands

    How many people sit in each lifecycle stage, and what each stage spends.

  • Recency and frequency

    Every customer scored 1 to 5 against your own customers, not an industry average.

  • Do first-time customers come back?

    Grouped by the month someone first ordered, showing how many came back for another order.

  • Did the campaign bring people back?

    Each campaign report counts the orders placed after it went out.

You don't always need more customers.

Sometimes you need to do a better job with the ones you already have. People, audiences, email campaigns and journeys are part of your Skibble dashboard.

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