Customer retention module

The Customer Retention Module in Demander Web identifies customers who have gone longer without purchasing compared to their usual purchase cycle.

Based on this data, the system organizes customers into retention status tiers. This visibility helps commercial teams and sales managers quickly spot churn risks, prioritize outreach, and take proactive actions to recover sales.

How customers are identified

To build the retention portfolio, Demander reviews the customer registry and purchase history.

The calculation only considers active customers who are not marked as prospects.

Order criteria evaluated

Orders must meet all of the following requirements:

Not canceled: canceled orders are excluded from the calculation.
Not currently in edit mode: orders still being drafted are not counted.
Sales order type: the order type must be configured in the system as a sales order.
Issue date: orders issued on or after January 1, 2020.
Order limit: a maximum of the 10 most recent orders per customer are evaluated.

How the calculation works

Retention logic compares two key indicators for each customer:

Average interval between purchases: calculated based on the interval history among evaluated orders (intervals equal to zero are discarded).
Days without purchasing: the number of calendar days between the date of the last purchase and the current calculation date.

When a customer has only one completed order in the period, the system applies the Default average purchase cycle configuration (set by default to 30 days, customizable per company).

Customer classifications

The ratio between days without purchasing and the average purchase interval determines the customer’s retention tier:

Classification	Default rule	Description
Overdue	Less than 1.5× the average interval (or no calculated average)	The customer has slightly exceeded their usual cycle or currently has only one evaluated order.
Cooling off	Between 1.5× and 2.2× the average interval	The customer is taking longer than expected to order and requires follow-up.
At risk	Between 2.2× and 3× the average interval	High risk of churn; prolonged period without orders.
Lost	3× or more the average interval	The customer has exceeded three times their average cycle without placing orders.

Practical calculation example

Suppose a customer has a calculated average purchase interval of 30 days:

Up to 44 days without purchasing: classified as Overdue (< 1.5 × 30).
From 45 to 65 days without purchasing: classified as Cooling off (≥ 1.5 × 30 and < 2.2 × 30).
From 66 to 89 days without purchasing: classified as At risk (≥ 2.2 × 30 and < 3 × 30).
90 days or more without purchasing: classified as Lost (≥ 3 × 30).

Information displayed in the list

In the main module table, each customer is presented with rich commercial and financial information:

Customer data: customer code, trading name, corporate name, email, phone, city, state, and legal entity type (individual or legal entity).
Assigned salesperson: associated sales representative.
Purchase history: date of last purchase, days without purchasing, average purchase interval, and number of evaluated orders.
Value metrics: average items per order, average order value (displayed in the dashboard as potential value), and value of the last order.
Financial status: overdue payment indicator, open balance (when financial integration is active), number of overdue titles, and oldest due date.
Account status: blocked customer flag and detailed reason for the retention classification.

Filters, search, and sorting

Available filters

You can search for specific customers or segment the portfolio using screen filters:

Text search: search by name, corporate name, customer code, or tax ID (CPF/CNPJ).
Location: filter by city or neighborhood.
Salesperson: filter customers assigned to a specific representative. When a sales user logs in, the list can be automatically restricted to their own customer portfolio.

Visibility options

Quick toggles allow hiding specific customer groups, updating both the list and the dashboard metrics:

Hide customers with only 1 evaluated order.
Hide defaulting / overdue customers.
Hide blocked customers.
Hide customers with orders in edit mode (prevents unnecessary outreach when an order is already in progress).

Sorting criteria

The portfolio can be sorted by:

Priority: primarily evaluates the ratio between days without purchasing and the customer’s average interval. In case of a tie, it considers the number of days without buying and the average order value.
Most days without purchasing: prioritizes customers with the highest absolute days since their last order.
Fewest days without purchasing: shows customers with the most recent orders first.
Highest purchase value: sorts by the highest average order value.
Lowest purchase value: sorts by the lowest average order value.

Dashboard indicators and history

The top panel gathers consolidated metrics about customer health across your base.

General metrics

Total potential: sum of the potential value (average order value) of all customers in the filtered portfolio.
Customers by classification: total count of customers in Lost, At risk, Cooling off, and Overdue statuses.
Operational metrics: states (UFs) served, number of salespeople involved, overall average ticket, average delay in days, and average orders evaluated per customer.

Charts and rankings

Geographic distribution of customers by state (UF).
City ranking by cumulative potential value.
Customers with highest potential value.
Customers with highest delay relative to average purchase interval.
Salesperson performance ranking.

Metric history

The module logs retention data over time, showing whether the portfolio is recovering or if the volume of at-risk customers is rising.

You can view potential value and customer counts for:

Last 7 days
Last 15 days
Last 30 days
Current month
Previous month
Current year
Entire available period

Customer details

Clicking a customer in the list opens a detailed modal containing:

Situation summary: last purchase date, days without buying, average interval, last order value, and evaluated order count.
Classification and reason: risk level assessment and calculation details.
Financial flags: payment default and account block indicators.
Related orders: purchase history filterable by All time, Last 30 days, Last 90 days, or Last 180 days. Displays order number, issue date, total value, item count, products, order type, status, and salesperson.
Purchased items: products frequently purchased by the customer.

Available commercial actions

To facilitate immediate action, the module provides direct shortcuts:

Send WhatsApp

When a customer has a registered phone number, the WhatsApp button opens WhatsApp or WhatsApp Web with a suggested message ready to re-engage contact or offer replenishment.

Copy email

Copies the customer’s email address to the clipboard with one click.

New order

When the customer has a valid integrated ID, the New order button opens Demander Web in a new browser tab directly on the order entry screen with the customer pre-selected.

Snooze / Ignore for now

Removes the customer from the active module view for 7 days. This is useful for customers who were recently contacted or scheduled a callback for later.

This action only adjusts the retention module display and does not affect the customer record in Demander Web.

Inactivate customer

Removes the customer from the retention module portfolio. This action does not deactivate the customer in Demander Web, only removing them from the retention screen. The action can be undone via the undo prompt shown immediately after the action.

Quick follow-up registration (Create event)

The customer detail screen displays a Create event button. Clicking it presents an alert noting that quick follow-up creation in this interface will be released in upcoming updates.

Follow-up tracking

The Follow-up tab brings together events linked to the customer in the system:

Event details: event type, status, ID number, and whether it is closed.
Dates: creation date, scheduled date, and completion date.
Assignee and contact: assigned salesperson and contact person at the client company.
Notes: interaction description and resolution notes.

Customers outside the retention portfolio

A dedicated tab allows viewing registered customers that are not currently included in the active retention portfolio.

This list displays customer name, location, salesperson, and status, explaining why they are not being calculated — such as:

Outside retention: customers with insufficient orders or who do not meet calculation criteria.
Blocked: customers with administrative or credit blocks.

Module settings

Activation and module parameters are configured in company settings:

Setting	Group	Default value	Description
Habilitar módulo Retenção de Clientes	Additional modules	`No`	Enables the retention module for the company and grants access to authorized users.
Ciclo médio de compra padrão	Additional modules	`30` (days)	Default average cycle used for customers with only one order, estimating repurchase timing until sufficient history is recorded.

Setting availability and permissions depend on the company’s contracted plan.