The Customers module automatically links orders and tickets by email address, phone number, VAT ID or Company ID. Changing one detail does not create another profile while a different identifier still links the records.
A customer profile brings orders, returns, claims and customer communication together in one place. Retino also uses this data to calculate customer value, return rate, lifecycle stage and segments that highlight useful opportunities or risks. You can also add a tag to a customer, and it will appear in each of their tickets.
Before handling a return or claim, you can see the full history of your relationship with the customer rather than just one order or the current ticket. You can also find customers who are purchasing less often and consider contacting them again, or reward your loyal customers.
Info: The customer profile is internal. Customers cannot see their segments or the tags you assign to them.
What is a customer profile
A customer profile contains information from orders and tickets:
Customer identity – names, email addresses, phone numbers and addresses used for purchases or tickets.
Value to your online store – order count, total purchase value, latest purchase and RFM.
Post-purchase experience – tickets and return rate compared with other customers of your online store.
Lifecycle stage and customer segments – such as VIP, Fragile first purchase, Dormant or Serial returner.
Timeline – orders, tickets, messages and internal notes over time.
Your own tags – customer tags such as
B2BorReview manually.
RFM (Recency, Frequency, Monetary) compares recency, frequency and purchase value with other customers of the online store. Each area is scored 1–5 by quintile; 5 usually marks the top 20%.
If you use Retino Tracking, an order in the customer profile timeline also shows its latest tracked shipment and current status.
Profile without an order: Without an order history, Retino creates only a limited profile. Open it from the ticket; it is absent from Customers and has no RFM, lifecycle stage or segment.
Customers list
The Customers list contains profiles with an order history. You can filter them by segment and use four preset tabs:
Attention – customers with a difficult experience, repeated claims, a high return rate or fading activity.
Valuable – VIP and loyal customers.
Opportunities – new, one-time and dormant customers you may consider contacting again.
All – profiles with an order history (a ticket alone is not enough).
How to use a customer profile when handling a ticket
When you handle a return, claim or another ticket:
Select the customer’s name in the ticket detail.
Review their order count and value, lifecycle stage, segments and customer tags.
Check whether the current problem is an exception or a repeated pattern.
Read the internal notes in the timeline.
Decide based on the customer’s complete history.
See How to search, filter and tag customers for practical instructions. For details about the data and calculations, read How customer profiles and segments work.