How to Perform a Customer Base Audit to Grow Your Business

Your customer base is made of customers who consistently and repeatedly buy your products or use your services. These customers provide the most financial value to your company: Repeat customers spend 33% more than first-time customers. The long-term performance of your business depends on learning everything you can about your customer base and continuously catering to their needs.

Who is your customer base?

Many companies invest in conducting market research and creating marketing personas, which are two key activities for customer acquisition. Learning about your existing customer base is a different process.

The Wharton business school recommends performing a customer base audit. This audit is a systematic review of your customers using transaction data.

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