top of page
Search

Do Your Customers Come Back? 3 Ways to Run Customer Loyalty Analysis in Excel

  • Writer: Karolina Dyrla-Mularczyk
    Karolina Dyrla-Mularczyk
  • May 21
  • 2 min read

Customer loyalty analysis in Excel in simple steps

In small businesses, customer loyalty is the foundation of steady revenue. But how can you really tell if your customers are coming back?

Fortunately, you don’t need expensive CRM tools to find out. With a bit of clean data and a few smart techniques, customer loyalty analysis in Excel can give you valuable insights -quickly and for free.

In this article, you'll learn 3 practical ways to analyze customer retention using Excel.


1. Pivot Table: Who Buys Regularly?

If you have sales data including:

  • purchase date,

  • customer ID (e.g., phone number or email),

  • order value,

…you can build a pivot table to display:

  • rows: customer IDs,

  • columns: months or weeks,

  • values: number of transactions or total spend.

This helps you identify repeat customers and flag those who made only a single purchase.



customer loyalty analysis
by Clay Banks on Unsplash


2. Time Between First and Last Purchase

Create two new columns:

  • first purchase date (MIN),

  • last purchase date (MAX),

  • and a formula to calculate the difference (=MAX - MIN).

This shows you how long the relationship lasted. Customers with more extended purchase periods are likely to be loyal.


3. RFM Segmentation (Recency, Frequency, Monetary)

Break down customer behavior into three dimensions:

  • Recency – how many days since the last purchase?

  • Frequency – how often did they buy?

  • Monetary – how much did they spend in total?

Assign a score to each R, F, and M value (e.g., from 1 to 5) and group your customers into segments:

  • loyal,

  • at-risk,

  • dormant,

  • new or top spenders.

This simple but powerful technique is used by marketing teams around the world—and you can do it in Excel.


Analiza lojalności klientów w Excelu - podsumowanie

Customer loyalty analysis in Excel doesn’t require expensive software. With the right setup, you can easily identify who brings the most value to your business—and take smarter actions to retain them.

Want us to prepare a loyalty report for your business?


Just fill out the form or drop us a message at: office@stat.haus


bottom of page