RFM Analysis Template
Segment customers by recency, frequency and monetary value to target the right ones with the right message.
Prefer the spreadsheet? Download the .xlsx — free with an account, 3 free downloads.
See inside before you download: RFM Segmentation Template
| Segment | Customers | Avg value |
|---|---|---|
| Champions | 142 | £2,400 |
| Loyal | 318 | £980 |
| At risk | 96 | £1,350 |
| Lost | 210 | £140 |
What's inside this template
How it works
It loads with realistic sample data so you see a finished result immediately — nothing to set up.
Type over the sample values, or upload your own file and map the columns in a couple of clicks.
The tool recalculates instantly. Export to Excel or send a live link.
Related templates
Common questions
What does RFM stand for?
Recency, Frequency, Monetary value — how recently a customer bought, how often, and how much they spent. Scoring each on a 1–5 scale segments a customer list without any modelling.
Which RFM segments should I prioritise?
Champions (high on all three) for retention and advocacy, and At Risk (high frequency and value but poor recency) for win-back. At Risk is where the money is, because those customers already proved they'll spend.
What data do I need?
A transaction list with customer ID, order date and order value. Nothing else — no demographics, no tracking, no CRM integration.
Start from the RFM customer segmentation template
Open it with sample data, swap in your own, and export in seconds — no formulas, no blank page.
Use this template free →