Understanding CRM Reports in QashierHQ
What is CRM Reports
CRM Reports gives you an analytics layer on top of your customer list, so you can see how healthy your customer base is, how many customers keep coming back, and exactly who bought a specific product.
Instead of pulling data manually or guessing who to target, you get ready-made lists: customers who are about to lapse, customers who bought a specific item, and how repeat behaviour looks by outlet. Every list can be exported so you can plug it straight into a marketing campaign.
Where to Find It
Navigation path: Dashboard → Customer Management
Under Customer Management, you'll see two tabs: Customers (your existing customer list) and Reports. CRM Reports lives under the Reports tab.
The Customers Tab
The Customers tab works the same way it always has, with one addition: a Last visit column that shows how recently each customer last purchased, with a stale flag for customers who haven't been back in a while.
The Reports Tab
The Reports tab is made up of three sections on a single page: Overview, Repeat customer report, and Purchase trend.
Overview
Overview is a snapshot of your customer base right now. It always uses fixed time windows, so it doesn't change when you adjust the period picker further down the page.
Here's what you'll see:
Revenue from returning customers — total revenue from returning customers in the last 90 days
Total customers, Active (30 days), and Loyal customers in 90 days
A banner such as "X customers may be about to lapse", which opens a named list of at-risk customers
Revenue from new vs returning customers over the last 8 weeks
Customer Reviews from the last 90 days, combining star reviews and terminal surveys
Marketing reach — the percentage of your customer base you can reach by SMS and by email
Recovering customers who may be about to lapse
When the lapse banner appears, click Open customer list to see the named customers, ordered by 12-month spend. The list includes contact details, last-seen date, spend, and SMS/email consent, plus its own Export button. Clicking any row opens the standard customer detail panel.
This list is capped at 300 customers, sorted by highest 12-month spend first.
Repeat customer report
The repeat customer report shows how many customers came back, for whichever period and outlet you choose. One Period and Outlet control sits above this section and drives both the repeat customer report and purchase trend below it — the Overview section above is not affected by this control.
This section shows:
New vs returning by month — a chart of new and returning customers over time
How returning customers are counted, including the percentage of sales that were anonymous walk-ins
A per-outlet breakdown of New, Returning, Repeat rate, and Revenue from returning
A customer counts as returning when they're identified at checkout and had already bought from you before the selected period began. A customer counts as new when their first purchase falls inside the selected period.
Purchase trend
Purchase trend shows what your customers actually bought, and lets you find exactly who bought a specific product.
Choose to group purchases by Product, Category, or Modifier.
Use the ranked list, sorted by units sold, or the search box to find a specific item. A headline at the top of the section calls out the period's top seller.
Click any row to open its buyer list — quantity bought, spend, last purchase date, and marketing consent for each customer.
Click Export customers to download the buyer list as a CSV, named after the item and period.
Purchase trend covers up to one quarter at a time. If you select a wider period, you'll see a Pick a shorter period message with a Show this quarter button — the repeat customer report above will still work as normal for the wider period.
Setting Your Period and Outlet
The default period is This month. If your page looks empty, try picking a longer period — this usually just means there hasn't been much activity yet in the current one.
On very busy periods, the report may hit a data cap. If this happens, you'll see a banner letting you know the figures shown are partial, along with a suggestion to pick a shorter period.
Frequently Asked Questions
Q: Why does Purchase trend show lower numbers than my Sales by Product or Sales by Modifier report?
Purchase trend excludes refunded or voided sales and credit/package top-ups, while the Full Report includes them. The Full Report tells you your takings; Purchase trend is built specifically for creating campaign lists, so it only counts completed product sales.
Q: Does "New" mean a newly registered customer?
No. In CRM Reports, "new" means the customer's first purchase falls inside the selected period — not that they registered during it. Because of this, the count won't always match "new this month" on the Customers tab.
Q: Why don't the Overview numbers reconcile with the sections below?
Overview tiles always use fixed 30-day or 90-day windows, regardless of the period you select for the repeat customer report and purchase trend. They're designed to answer different questions, so they won't always line up.
Q: What does "No customer tagged" mean in a buyer list?
This row (shown in red) represents units sold to walk-in customers who weren't tagged to a profile at checkout. It isn't clickable, since there's no customer record to open. The banner above the list shows what share of revenue this represents and links to the staff article on recording customers at checkout.
Q: What does "(Unknown customer)" mean in the lapse list?
This means the customer's profile was deleted, but their past transactions still exist. If every row in your lapse list shows this, spot-check a customer you know is still active — if their name resolves correctly, the rest of the list is working as expected.
Q: A customer shows a phone number but no name. Is that an error?
No — the profile loaded correctly, but that customer simply doesn't have a name on file.
Q: Why don't SMS-reachable and email-reachable percentages add up to 100%?
SMS reach and email reach are two separate measures over the same total customer base. A customer can consent to both, one, or neither, so the two percentages aren't meant to sum to 100%.
Q: What do Y, N, and ? mean in the exported consent columns?
Y and N reflect whether the customer has given marketing consent (their PDPA opt-in status) — not whether contact details are on file. A customer can have an email address on record and still show "N" if they haven't opted in. A ? means the profile wasn't resolved at the time of export; it does not mean the customer opted out.
Q: What does "Customer reviews are not set up yet" mean, versus "No reviews in the last 90 days"?
"Not set up yet" means the reviews feature isn't switched on for your account — follow the accompanying set-up link to enable it. "No reviews in the last 90 days" means the feature is already on, but no one has left a review recently — there's nothing to fix.
Related Articles
How to record the customer at checkout: How to Record Customer Purchase History in CRM in Qashier POS