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3 Examples of a Customer Base

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A customer base are the current customers of a company, brand, product or service. This is often used to differentiate between customers who you currently serve and the set of all customers you would like to reach as defined by a target market. A customer base can be defined in several different ways:

Recurring Revenue

A service that has recurring fees typically views its active subscribers as its customer base.

Loyal Customers

Customer base may be more or less the same as customer loyalty whereby customers who regularly make purchases are counted as customers. For example, a shampoo that considers customers who have purchased the product at least 9 times in the past 12 months to be its customer base.

All Customers

Unique customers who have made any purchase over a period of time such as a trailing one year period.
Overview: Customer Base
The current customers of a company, brand, product or service.
Related Concepts

Customer Analysis

This is the complete list of articles we have written about customer analysis.
Consumer Issues
Critical To Customer
Customer Analytics
Customer Attributes
Customer Base
Customer Complaints
Customer Expectations
Customer Motivation
Customer Needs
Customer Outcomes
Customer Pain Points
Customer Preferences
Customer Requirement
Customer Requirements
Customer Research
Customer Success
Customer Wants
Experience Sampling
Focus Group
Ladder Interview
Lead User
Marketing Experimentation
Mkt Research Analysis
Moment Of Truth
Price Sensitivity
Serviceable Available Market
Target Market
Voice Of The Customer
More ...
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Customer Analysis

A complete guide to customer analysis.

Types Of Customer

The common types of customer.

Customer Requirements

The common types of customer requirements.

Customer Needs Examples

A list of common customer needs.

Customer Wants

An overview of customer wants with examples.

Customer Attributes

A list of customer attributes.

Engagement Data

A list of customer engagement data.

Examples of Customer Requirements

A list of common customer requirements.

Customer Success

An overview of customer success with examples.

Customer Retention

An overview of customer retention with examples.

Marketing Analysis

An overview of marketing analysis with examples.

Customer Analytics

An overview of customer analytics with examples.

Customer Complaints

An overview of customer complaints with examples.

Customer Risk

An overview of customer risk with examples.

Customer Metrics

Several concrete ways to measure customer relationships.

Active Customer

An overview of active customers as a marketing metric.

Brand Engagement

The common types of brand engagement.

Active Users

The common types of active user metric.

Share Of Wallet

An overview of share of wallet with an example.

Active Customers

The definition of active customers with examples.

Critical Success Factors

A few examples of critical success factors.


A few examples of benchmarking.
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