How to Calculate Average Revenue Per High-Value Customer: A Step-by-Step Guide
By Emil Kristensen CMO
@ Sleeknote

Whether you’re a small business owner looking to maximize profits or a marketer responsible for increasing revenue, knowing how to calculate your average revenue per high-value customer is crucial for success. In this step-by-step guide, we’ll take a deep-dive into the process of understanding the importance of average revenue, identifying high-value customers, gathering data, analyzing results, finding growth opportunities, and more. Let’s get started!

Understanding the Importance of Average Revenue Per High-Value Customer

Before we dive into calculating average revenue per high-value customer, it’s important to understand why this metric matters. Average revenue per high-value customer (ARPH) is the amount of revenue generated per customer that brings in a significant amount of revenue. Tracking ARPH helps you to identify customers who are most valuable to your business and gauge how much they’re spending. This is helpful in identifying growth opportunities and allocating resources.

Furthermore, tracking ARPH can also help you to identify trends in customer behavior. For example, if you notice a decrease in ARPH over time, it may indicate that your high-value customers are spending less or that you’re not attracting as many high-value customers as before. On the other hand, if you see an increase in ARPH, it may indicate that your marketing efforts are paying off and that you’re attracting more high-value customers. By keeping an eye on ARPH, you can make informed decisions about your business strategy and ensure that you’re maximizing revenue from your most valuable customers.

Identifying your High-Value Customers

The first step in calculating ARPH is to identify your high-value customers. These are customers who generate a significant amount of revenue for your business. Identifying high-value customers requires you to segment your customer base based on factors such as purchase history, frequency of purchase, and lifetime value. Once you’ve identified your high-value customers, you can start gathering data for ARPH calculation.

It’s important to note that high-value customers may not always be the ones who make the largest purchases. Sometimes, customers who make smaller purchases but do so frequently can also be considered high-value. Additionally, customers who refer others to your business or leave positive reviews can also be valuable in terms of long-term revenue generation. Therefore, it’s important to consider a variety of factors when identifying your high-value customers.

Gathering Data for Average Revenue Calculation

Next, you need to gather data for the ARPH calculation. This involves knowing the total revenue generated by your high-value customers and the number of high-value customers you have. To do this, you’ll need to use your customer relationship management (CRM) system or other tools to record customer data. You can also use your sales data to calculate the total revenue generated by your high-value customers.

It’s important to note that when gathering data for the ARPH calculation, you should only include revenue generated by high-value customers. This means excluding revenue generated by low-value or one-time customers. By doing this, you’ll get a more accurate representation of the revenue generated by your most valuable customers and can use this information to make informed business decisions.

Calculating Average Revenue Per High-Value Customer

Once you have the necessary data, it’s time to calculate the ARPH. To do this, divide the total revenue generated by high-value customers by the number of high-value customers. The formula for ARPH is:

ARPH = Total revenue generated by high-value customers / Number of high-value customers

For example, if you have 100 high-value customers who generated a total of $100,000 in revenue, your ARPH would be $1000.

Analyzing Results and Finding Opportunities for Growth

Once you have calculated your ARPH, it’s time to analyze the results and find opportunities for growth. If your ARPH is low, it may indicate that your business is not targeting high-value customers effectively. If that’s the case, you can devise strategies to attract more high-value customers. You can also use your ARPH to identify areas where you can increase revenue from existing customers.

Strategies to Increase Average Revenue Per High-Value Customer

One of the ways to increase your ARPH is to develop strategies to cross-sell or upsell to your high-value customers. This can involve offering complementary products or services or providing discounts for bulk purchases. You can also develop loyalty programs and exclusive offers for your high-value customers to encourage repeat purchases. A great way to identify opportunities for growth is to analyze the purchase history of your high-value customers and find patterns that can inform your marketing efforts.

Common Mistakes to Avoid in Calculating Average Revenue Per High-Value Customer

Calculating ARPH can be tricky, and there are some common mistakes to avoid. One is to confuse ARPH with the average revenue per customer. ARPH specifically focuses on high-value customers, while average revenue per customer includes all customers. Another mistake is to use data that contradicts your definition of high-value customers. If you’re not careful, you might end up with skewed results that don’t reflect the true revenue potential of your business.

Using Technology to Streamline the Process of Calculating Average Revenue Per High-Value Customer

Calculating ARPH can be a cumbersome process, especially if you have a large customer base. Luckily, there are tools and technologies available that can automate the process, making it faster and more accurate. CRM systems, data analytics software, and business intelligence tools can help you gather and analyze data faster and more efficiently.

Real-Life Examples of Companies Successfully Increasing their Average Revenue Per High-Value Customer

Several companies have successfully increased their ARPH. One example is Amazon, which uses personalized product recommendations and bundled offers to increase the average order value of its high-value customers. Another example is Starbucks, which offers its high-value customers exclusive rewards and encourages them to join its loyalty program. By analyzing customer data and developing effective marketing strategies, these businesses have been able to grow their revenue and thrive.

By now, you should have a good understanding of how to calculate your average revenue per high-value customer. Remember, tracking ARPH is crucial for identifying valuable customers, analyzing sales data, and finding growth opportunities. By developing effective strategies and using technology to streamline the process, you can increase your ARPH and grow your business.