Return to the glossary index

An active customer, also called an “active” customer, is someone who has recently made a purchase and whose interactions are recorded in the company’s database. These customers are highly valued because their recent engagement demonstrates an ongoing connection with the brand or company. This customer segment allows marketing professionals and customer relationship managers to personalize their promotional approaches, communications, and other marketing initiatives in a more targeted way. This ensures that their efforts are focused on an audience that has shown interest in, or recently interacted with, their products or services.

Return to the glossary index