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Customer Totals Page

Menu Location: Reports > Customers > Customer Totals

Access Level: Manager and above

Last Updated: 2026-03-01

Overview

The Customer Totals page displays lifetime spending and order statistics for all customers. Analyze customer value, identify top customers, and segment by spending patterns.

Primary Functions:

  • View all-time customer spending totals
  • Sort customers by lifetime value
  • Identify top spending customers
  • Filter by spending thresholds
  • Export customer value data
  • Analyze customer segments by spend

Page Layout

Header Section

  • Page title and description
  • Search by customer name
  • Filter controls (spending thresholds)
  • Export to CSV button

Customer Totals Table

  • Customer ID (linked to account)
  • Customer name
  • Email address
  • Total orders count
  • Lifetime spending amount
  • Average order value
  • First order date
  • Last order date
  • Account status

Summary Statistics

  • Total customers displayed
  • Combined lifetime value
  • Average customer value
  • Highest spending customer
  • Date range of data

Primary Features

Lifetime Value Calculation

View total amount each customer has spent across all orders throughout their entire history with your business.

Sorting and Filtering

Sort by spending amount to identify top customers. Filter by minimum spending threshold to focus on high-value segments.

Customer Segmentation

Identify VIP customers, analyze spending tiers, and create targeted marketing segments based on customer value.

Order History Quick Reference

See order count, average order value, and date range of customer activity without opening individual accounts.

Common Use Cases

Use Case 1: Identify Top 100 Customers

Goal: Find highest spending customers for VIP program

Steps:

  1. Navigate to Customer Totals page
  2. Click "Lifetime Spending" column header to sort descending
  3. Review top 100 customers
  4. Note spending amounts and patterns
  5. Export top 100 to CSV
  6. Use for VIP program enrollment
  7. Plan special recognition or rewards

Use Case 2: Analyze Customer Segments

Goal: Understand customer distribution by spending levels

Steps:

  1. Sort by lifetime spending (descending)
  2. Note spending ranges:
    • Top tier: $5,000+
    • Mid tier: $1,000-$5,000
    • Low tier: Under $1,000
  3. Count customers in each tier
  4. Calculate revenue contribution per tier
  5. Identify opportunities to move customers up tiers
  6. Create targeted campaigns for each segment

Use Case 3: Find At-Risk High-Value Customers

Goal: Identify valuable customers who haven't ordered recently

Steps:

  1. Sort by lifetime spending (descending)
  2. Review "Last Order Date" column
  3. Identify high spenders with old last order date
  4. Examples: Spent $2,000+ but last order 3+ months ago
  5. Export list for win-back campaign
  6. Contact these customers with special offer
  7. Track reactivation success

Use Case 4: Calculate Customer Lifetime Value Benchmarks

Goal: Establish customer value metrics

Steps:

  1. Export all customer data
  2. Open in Excel
  3. Calculate:
    • Median lifetime value
    • Mean (average) lifetime value
    • 25th, 50th, 75th percentile values
  4. Create spending tier definitions
  5. Use benchmarks for forecasting
  6. Set acquisition cost limits based on LTV

Use Case 5: Verify High Spending Customer Account

Goal: Review details of top customer

Steps:

  1. Sort by lifetime spending
  2. Click customer name/ID
  3. Opens customer detail page
  4. Review order history
  5. Verify spending total is accurate
  6. Check for any issues or opportunities
  7. Note any special needs or preferences

Troubleshooting

Customer Totals Don't Match Order History

Symptoms:

  • Lifetime spending amount seems incorrect
  • Doesn't match order total when calculated manually
  • Discrepancies in numbers

Check:

  1. Verify all orders are in "Complete" status
  2. Check for refunded/cancelled orders (may be excluded)
  3. Consider partial payments not yet collected
  4. Review date range of calculation
  5. Check if tax/fees included or excluded
  6. Contact administrator if significant discrepancy

Can't Find Specific Customer

Symptoms:

  • Search returns no results
  • Expected customer not in list
  • Customer appears to be missing

Check:

  1. Verify spelling of customer name
  2. Try searching by email instead
  3. Check if customer has any orders (may not appear if zero orders)
  4. Verify customer account exists
  5. Check account status (deleted accounts may not appear)
  6. Try browsing table instead of searching

Export File is Too Large or Slow

Symptoms:

  • CSV export takes very long time
  • File is huge and difficult to open
  • Excel crashes when opening export

Solutions:

  1. Apply filters to reduce customer count
  2. Export segments separately (e.g., by spending tier)
  3. Use spending threshold filter
  4. Contact administrator about database optimization
  5. Use database query tool for very large datasets
  • Customer Detail - Individual customer account details
  • Revenue Per Customer - Detailed customer revenue analysis
  • Customer Engagement - Customer activity metrics
  • Average Spend Report - Average order value analysis

Best Practices

Customer Segmentation

  1. Define clear spending tiers for your business
  2. Create VIP program for top 5-10% of customers
  3. Identify "potential VIP" customers near tier thresholds
  4. Target mid-tier customers for upsell opportunities
  5. Win-back campaigns for lapsed high-value customers

Data Analysis

  1. Review customer totals monthly
  2. Track changes in customer value distribution
  3. Monitor average customer lifetime value trends
  4. Identify outlier customers for investigation
  5. Compare acquisition cost to customer lifetime value

Marketing Strategy

  1. Reward top spending customers
  2. Create special offers for high-potential customers
  3. Don't neglect low-spending customers (future VIPs)
  4. Segment email campaigns by customer value
  5. Personalize experience for top tiers

Reporting

  1. Include customer value metrics in monthly reports
  2. Track movement between spending tiers
  3. Calculate customer value cohorts (by signup date)
  4. Document VIP customer list quarterly
  5. Share top customer insights with team

Quick Reference Card

Task Action/Location
View all customers Navigate to Customer Totals page
Sort by spending Click "Lifetime Spending" header
Find top customers Sort by spending (descending)
Search customer Use search field in header
Filter by amount Set minimum spending threshold
Export data Click "Export to CSV" button
View customer detail Click customer name or ID
Calculate averages View Summary Statistics section
Sort by orders Click "Total Orders" header
Find recent orders Sort by "Last Order Date"

FAQs

What's included in lifetime spending?

Lifetime spending includes all completed orders (total amount paid including tax, shipping, tips). Cancelled, refunded, or pending orders are typically excluded.

How is average order value calculated?

Average Order Value = Total Lifetime Spending ÷ Total Order Count. Shows typical order size for each customer.

Why do some customers show $0 lifetime spending?

Customers may have created accounts but never placed orders, or all their orders were cancelled/refunded. Account exists but no completed purchases.

Can I see spending for specific time period?

This page shows all-time totals. For time-period analysis, use Revenue Per Customer report with date filters.

How often is lifetime spending updated?

Updates in real-time as orders are completed and payments processed. Should reflect current status immediately.

What defines a "top customer"?

Varies by business. Common definitions: Top 10% by spending, customers over $X threshold, or top 100 customers by value. Define based on your business model.

End of Documentation

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