Not All Customers Are Created Equal

In this episode, Alex Orley introduces RFM — Recency, Frequency, Monetary — the simplest and most practical framework for turning a flat customer list into a clear value map that actually drives decisions. He walks through how to identify your true Top Customers, High Potentials, At-Risk buyers, and the low-value tail that quietly consumes marketing budget, and explains how that segmentation should change what you do across email, paid media, CX, and product strategy.