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Daily Customer Report Documentation

Menu Location: Reports > Daily Customer Report

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Daily Customer Report provides a quick snapshot of daily customer account activity, including new signups, cancellations, pauses, and reactivations. This report is essential for monitoring business health, identifying trends, and responding quickly to changes in customer behavior.

Primary Functions:

  • View daily new customer signups
  • Track cancellations and reasons
  • Monitor subscription pauses
  • See reactivations and returns
  • Compare day-over-day trends
  • Export data for deeper analysis
  • Identify patterns requiring attention

Page Layout

Header Section

  • Page Title: "Daily Customer Report"
  • Date Selector: Choose date or date range
  • Summary Stats: Quick overview of today's activity
  • Export Button: Download report data

Summary Dashboard

Key metrics for selected date:

  • New Signups: Count and value
  • Cancellations: Count and churn rate
  • Pauses: Temporary stops
  • Reactivations: Customers who returned
  • Net Change: Overall account growth/decline

Detailed Activity Lists

Tabbed sections showing:

  • New Signups Detail
  • Cancellations Detail
  • Pauses Detail
  • Reactivations Detail
  • Net Change Summary

Trend Chart

Visual graph showing activity over time

Summary Metrics

New Signups

What It Shows:

  • Number of new customers who signed up
  • Total value of new subscriptions
  • Average subscription value
  • Signup source (web, phone, event, etc.)

Why It Matters:

  • Measures marketing effectiveness
  • Tracks business growth
  • Identifies successful campaigns
  • Forecasts revenue

Healthy Benchmarks:

  • Varies by business size
  • Compare to your historical average
  • Look for consistent positive trend
  • Spikes indicate successful promotion

Cancellations

What It Shows:

  • Number of customers who cancelled
  • Cancellation reasons (categorized)
  • Lost monthly recurring revenue
  • Churn rate percentage

Calculation:

  • Churn Rate = (Cancellations / Total Active) × 100
  • Daily churn should be low (under 1%)
  • Track weekly and monthly trends

Red Flags:

  • Sudden spike in cancellations
  • Same reason repeated frequently
  • Churn rate increasing over time
  • New customer cancellations (failed onboarding)

Pauses

What It Shows:

  • Customers who paused subscription
  • Pause duration (temporary vs indefinite)
  • Pause reasons
  • Estimated return date

Why Track Pauses:

  • Leading indicator of cancellations
  • Opportunity for retention
  • Seasonal patterns
  • Payment issues to resolve

Action Items:

  • Contact customers pausing indefinitely
  • Address common pause reasons
  • Set reminders to follow up
  • Offer incentives to resume

Reactivations

What It Shows:

  • Customers who returned after pause/cancel
  • Time away before returning
  • Subscription changes upon return
  • Win-back campaign effectiveness

Why Celebrate:

  • Cheaper than acquiring new customers
  • Indicates good win-back strategy
  • Validates product/service value
  • Builds loyalty

Track:

  • Which campaigns drove returns
  • How long customers were away
  • Incentives that worked
  • Retention after reactivation

Net Change

Calculation: (New Signups + Reactivations) - (Cancellations + Pauses)

Positive Net Change:

  • Business growing
  • Acquisition exceeds churn
  • Healthy momentum

Negative Net Change:

  • Losing customers faster than gaining
  • Requires immediate attention
  • Review retention strategies
  • Audit customer experience

Detailed Activity Lists

New Signups Detail

Information Displayed:

  • Customer name
  • Signup date and time
  • Subscription type and size
  • Monthly subscription value
  • Signup source/referral
  • Payment method
  • Initial order details

Actions Available:

  • Click customer name to view profile
  • Send welcome email
  • Tag for onboarding sequence
  • Review for potential issues

Use This To:

  • Welcome new customers personally
  • Verify signup looks legitimate
  • Identify which sources drive best customers
  • Spot potential fraud or errors

Cancellations Detail

Information Displayed:

  • Customer name
  • Cancellation date
  • Reason for cancelling (categorized)
  • Detailed reason notes
  • Customer lifetime value
  • Length of subscription
  • Last order date

Cancellation Reasons:

  • Too Expensive
  • Moving/Relocation
  • Product Quality Issues
  • Not Enough Variety
  • Too Much Food
  • Schedule/Timing Issues
  • Found Competitor
  • Customer Service Issue
  • Other (with notes)

Actions Available:

  • Contact customer for feedback
  • Offer win-back incentive
  • Tag for win-back campaign
  • Analyze reason trends

Use This To:

  • Identify systemic issues
  • Respond to recoverable cancellations
  • Improve product/service
  • Plan win-back campaigns

Pauses Detail

Information Displayed:

  • Customer name
  • Pause date
  • Pause reason
  • Resume date (if scheduled)
  • Pause type (temporary vs indefinite)
  • Subscription details

Pause Categories:

  • Vacation/Travel
  • Too Much Inventory
  • Financial/Budget Concerns
  • Schedule Change
  • Seasonal Break
  • Trying Competitor
  • Payment Issue
  • Other

Actions Available:

  • Schedule follow-up
  • Offer flexible resume
  • Address specific concern
  • Set reminder for resume date

Use This To:

  • Prevent pauses from becoming cancellations
  • Offer solutions to common issues
  • Schedule proactive outreach
  • Identify service improvements

Reactivations Detail

Information Displayed:

  • Customer name
  • Reactivation date
  • Previous cancel/pause date
  • Time away
  • Win-back source (email, phone, ad)
  • New subscription details
  • Any changes from previous subscription

Actions Available:

  • Send welcome back email
  • Add "VIP" tag for special attention
  • Track for retention
  • Note what brought them back

Use This To:

  • Identify effective win-back tactics
  • Celebrate returning customers
  • Ensure smooth onboarding
  • Test retention improvements

Date Range Analysis

Comparing Time Periods

Select Date Range:

  1. Click date selector
  2. Choose start and end date
  3. View aggregated data for period

Useful Comparisons:

  • This week vs last week
  • This month vs last month
  • This month vs same month last year
  • Before/after campaign launch

Trend Identification:

  • Consistent growth
  • Seasonal patterns
  • Campaign impact
  • Problem areas

Day of Week Patterns

Common Patterns:

  • Monday: Highest signups (weekend research)
  • Friday: Fewer signups (weekend plans)
  • Sunday: Cancellations (end of week review)
  • Tuesday: Reactivations (after Monday emails)

Use Patterns To:

  • Schedule campaigns on best days
  • Staff customer service appropriately
  • Time win-back emails
  • Anticipate slow/busy periods

Exporting Data

Export Options

CSV Export:

  • All data for selected date range
  • Importable to Excel, Google Sheets
  • Detailed customer information
  • Reason codes and notes

PDF Report:

  • Professional formatted report
  • Summary stats and charts
  • Share with stakeholders
  • Archive for records

Email Report:

  • Automated daily email
  • Summary stats
  • Delivered each morning
  • Configure recipients

Export Uses

Analysis:

  • Deeper dive in spreadsheet
  • Create custom charts
  • Combine with other data
  • Statistical analysis

Sharing:

  • Present to management
  • Share with marketing team
  • Board/investor reports
  • Team performance review

Record Keeping:

  • Month-end reports
  • Year-over-year comparison
  • Trend documentation
  • Audit trail

Common Use Cases

Use Case 1: Monday Morning Health Check

Goal: Start week understanding customer trends

Steps:

  1. Open Daily Customer Report
  2. Select "Yesterday" date
  3. Review summary metrics
  4. Check net change (positive or negative?)
  5. Scan cancellation reasons for patterns
  6. Review new signups for quality
  7. Note any action items
  8. Set priorities for week

Result: Informed about business health, ready to address issues

Use Case 2: Identify Cancellation Trend

Goal: Notice uptick in "Too Expensive" cancellations

Steps:

  1. Select last 30 days date range
  2. Export cancellation detail
  3. Filter by "Too Expensive" reason
  4. Calculate percentage vs other reasons
  5. Check if recent price increase correlates
  6. Review customer lifetime value of these cancellations
  7. Decide on response (discount offer, value communication, etc.)
  8. Create win-back campaign targeting this reason

Result: Proactive response to pricing concern

Use Case 3: Measure Campaign Success

Goal: Evaluate holiday promotion effectiveness

Steps:

  1. Select campaign date range
  2. Compare new signups to pre-campaign average
  3. Check signup sources for campaign attribution
  4. Calculate CAC (customer acquisition cost)
  5. Review subscription types chosen
  6. Monitor initial retention of campaign signups
  7. Calculate ROI
  8. Document learnings for future campaigns

Result: Data-driven campaign evaluation

Use Case 4: Reduce Churn

Goal: Lower cancellation rate

Steps:

  1. Export 90 days of cancellations
  2. Identify top 3 cancellation reasons
  3. Develop solutions:
    • Too Expensive → Payment plan option
    • Too Much Food → Smaller box option
    • Quality Issues → Source review
  4. Implement solutions
  5. Monitor cancellation trends for 30 days
  6. Measure if top reasons decline
  7. Adjust strategy as needed

Result: Systemic churn reduction

Use Case 5: Win-Back Optimization

Goal: Improve reactivation rate

Steps:

  1. Review reactivations over last 90 days
  2. Note time between cancel and return
  3. Identify which win-back emails worked
  4. Check if incentives were used
  5. A/B test different offers:
    • 20% off first box back
    • Free delivery for month
    • Gift with return
  6. Track which performs best
  7. Implement winning approach
  8. Monitor reactivation rate improvement

Result: More customers returning

Troubleshooting

Numbers Don't Match Expectations

Symptoms:

  • Report shows different count than you expected
  • Metrics seem too high or too low

Check:

  1. Verify date range is correct
  2. Check timezone settings (report may use different timezone)
  3. Ensure filters aren't applied
  4. Compare to customer list manual count
  5. Check if test accounts are included/excluded
  6. Verify status definitions (what counts as "cancelled" vs "paused")

Missing Customers in Report

Symptoms:

  • Know customer signed up but not in report
  • Recent activity not showing

Solutions:

  1. Check date of activity (may be previous/next day)
  2. Verify customer status change actually saved
  3. Look in different section (pause vs cancel)
  4. Check if customer is marked as test/internal
  5. Refresh report/clear cache

Export File Empty or Corrupted

Symptoms:

  • Downloaded CSV won't open
  • Export shows no data

Solutions:

  1. Try different export format
  2. Check browser download settings
  3. Ensure date range has data
  4. Try downloading on different device
  5. Contact support if persists
  • Customers - View individual customer details
  • New Signups Report - Detailed signup analysis
  • Cancellation Report - In-depth churn analysis
  • Subscriptions Report - Overall subscription metrics
  • Email Reports - Communication tracking

Typical Workflow:

  1. Check Daily Report each morning
  2. Note trends or anomalies
  3. Drill into customer details as needed
  4. Take action on recoverable situations
  5. Track improvements over time

Permissions & Access

Required Access Level: Manager or higher

Access Level Capabilities:

  • Manager: View all reports, export data, contact customers
  • Administrator: All Manager + configure automated reports, access sensitive data
  • Kiva Admin: All features + technical reporting configuration

Best Practices

Daily Monitoring

  1. Check report same time each day (consistency)
  2. Compare to your "normal" baseline
  3. Investigate anomalies immediately
  4. Document patterns over time
  5. Set alerts for concerning thresholds

Taking Action

  1. Contact high-value cancelled customers personally
  2. Respond to cancellation reasons with improvements
  3. Welcome new customers warmly
  4. Follow up on indefinite pauses
  5. Celebrate and analyze reactivations

Trend Analysis

  1. Review weekly trends every Monday
  2. Compare month-over-month growth
  3. Identify seasonal patterns
  4. Track impact of changes/campaigns
  5. Set goals based on historical performance

Data Quality

  1. Ensure team records accurate cancel reasons
  2. Categorize pauses consistently
  3. Track signup sources diligently
  4. Note campaign codes
  5. Clean up test accounts regularly

Things to Avoid

  • Ignoring negative trends
  • Reacting to single-day anomalies (look for patterns)
  • Forgetting to export for month-end records
  • Missing opportunities to save cancellations
  • Overlooking reactivation insights

Quick Reference Card

Task Action/Location
View today's report Reports > Daily Customer Report
Change date Click date selector, choose date
View date range Select start and end dates
Export to Excel Click "Export CSV" button
View new signups Click "New Signups" tab
See cancellations Click "Cancellations" tab
Check pauses Click "Pauses" tab
View reactivations Click "Reactivations" tab
Contact customer Click customer name > Contact
Compare periods Select two date ranges side by side
Schedule email report Settings > Automated Reports

FAQs

What time does the report update?

Report updates in real-time as customer actions occur. Daily cutoff is typically midnight in your account's timezone.

How is churn rate calculated?

Daily Churn Rate = (Cancellations Today / Total Active Customers) × 100. Monthly churn is more meaningful than daily.

What's a healthy churn rate?

Subscription businesses typically see 3-7% monthly churn. Under 5% is good. Under 3% is excellent. Over 10% requires immediate attention.

Should I count pauses as cancellations?

Track separately. Pauses are recoverable. Indefinite pauses may eventually become cancellations if not addressed.

How do I improve my net change number?

Two ways: Increase signups (marketing) and decrease cancellations (retention). Retention is often more cost-effective to focus on first.

Can I see which staff member processed cancellations?

Yes, if logging is enabled. Helpful for training and quality assurance, not for blame.

Why do reactivation numbers matter?

Win-back customers are cheaper to acquire than new customers and often have higher loyalty having experienced life without your service.

How far back can I view data?

Typically unlimited. Historical data valuable for year-over-year comparisons and long-term trend analysis.

Can I automate this report to email daily?

Yes, configure in Settings > Automated Reports. Delivered to your inbox each morning.

What if I notice a sudden spike in cancellations?

Investigate immediately. Check for: price changes, product quality issues, service disruptions, competitor activity, or external factors. Contact recent cancels for feedback.

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.