What is the Customer Behaviour Trends Report?
What is the Customer Behaviour Trends Report?
The Customer Behaviour Trends Report is a document that analyzes how customers act, what they prefer, and how their buying habits change over time.
To view and unpack this data, please simply log in to reports.yumbi.com and click the Customers tab to find Behaviour Trends.
Report Filters
The Report allows you to filter by:
Date Range
Allows you to filter the report based on a selected time period.
Brand
Allows you to filter the report by a specific brand.
Restaurant
Allows you to filter the report by a specific restaurant.
Figure 1
Once you filter by the Date, Brand, and Restaurant, the following information will be populated.
The Total Customer Breakdown
Figure 2
The Total Customer summary breaks down customers by: (See Figure 2)
New
These are Customers that have placed their first order at the store in the previous 3 months. These are trial and activated customers.
- Trial: Customers who have only placed one order
- Activated: Customers who have returned to place more orders)
Current
These are Customers that have ordered from this store within the last 3 months, but are not new customers. These are frequent and occasional customers.
- Frequent: Customers who place 1 or more orders per month.
- Occasional: Customers who place less than 1 order per month)
Reactivated
These are Customers that were lapsed but came back in the month.
- Months Lapsed: Months since last order placed, before being reactivated
Lapsed
These are Customers that have not ordered from this store in the previous 3 months.
- Months Lapsed: Months since last order placed)
Not Active
These are Customers that have not ordered from this store in the previous 12 months.
Customers by Stage
Figure 3
Customers by Stage Graph
This graph describes the period-over-period distribution of a restaurant’s total customer base, broken down by the customer’s lifecycle engagement stages. It utilizes a stacked area chart format to visually demonstrate how the volume of each customer segment contributes to the overall total, allowing teams to monitor retention health, growth trends, and database stability at a glance.
Customers by Stage Graph Filters
The graph displays clickable filter options for:
New
Recently acquired users or customers.
Current
Active, regularly engaging customers.
Reactivated
Returning customers who have been successfully won back after a period of dormancy.
Lapsed
At-risk customers whose activity has recently dropped off or paused.
Not Active
Dormant or long-term inactive accounts that remain in the database.
Customer by Stage Data Table
Along with the chart, the accompanying table displays the exact metrics for each customer segment over time, tracking the following key performance indicators (KPIs):
Month
The specific billing or reporting period being analyzed.
New
The volume of net-new acquisitions within that timeframe.
Current
The core active user base driving ongoing engagement.
Reactivated
The number of previously inactive customers brought back into the ecosystem.
Lapsed
The volume of customers slipping out of the active lifecycle.
Not Active
The cumulative total of dormant accounts requiring targeted re-engagement.
Total
The absolute size of the customer database for that period.
Orders by Customer Segment
Figure 4
Orders by Customer Segment Graph
This graph describes the period-over-period distribution of total sales orders, broken down by the purchasing customer's lifecycle segment. It utilizes a stacked area chart format to visually demonstrate which type of buyer—whether newly acquired, consistently active, or recently won back—is driving transactional volume, helping restaurants identify which cohorts are contributing most to purchasing activity over time.
Orders by Customer Segment Graph Filters
The graph displays clickable filter options for:
New
Orders placed by newly acquired customers.
Current
Orders placed by active, repeating customers.
Reactivated
Orders placed by returning customers who have resumed purchasing after a period of inactivity.
Orders by Customer Segment Data Table
Along with the chart, the accompanying table tracks exact transactional volume across these key consumer segments over specific reporting periods, detailing the following metrics:
Orders by Customer Segment Data Table Metrics
Month
The specific operational or financial period being analyzed.
New
The total number of transactions generated by first-time buyers.
Current
The total number of transactions driven by the core loyal customer base.
Reactivated
The total number of transactions coming from successfully re-engaged accounts.
Total
The cumulative number of sales orders processed during that period.
New Customers
Figure 5
New Customers Graph
This graph describes the period-over-period breakdown of newly acquired accounts, categorizing them by their initial onboarding status. It uses a stacked area chart to show incoming users and separate testers from committed users, giving your restaurant clear visibility into early-stage user acquisition and immediate adoption trends.
New Customers Graph Filters
The graph displays clickable filter options for:
Activated
New users who have successfully completed the initial setup, onboarding steps, or made a formal commitment.
Trial
New users who are currently in an exploratory or evaluation phase, utilizing the service on a temporary basis.
New Customers Data Table
Along with the chart, the accompanying table provides the exact quantitative metrics tracking early lifecycle acquisition milestones over specific reporting periods, detailing the following metrics:
New Customers Data Table Metrics
Month
The specific operational or financial period being analyzed.
Activated
The total count of newly acquired users who reached full active status during that timeframe.
Trial
The total number of incoming prospects who initiated a trial run.
Total
The cumulative sum of all new users entering the pipeline during that period.
Figure 6
Current Customers Graph
This graph describes the period-over-period breakdown of the core active customer base, segmenting users by their engagement habits. It utilizes a stacked area chart format to illustrate the stability and growth of the active user database, visually separating power users from baseline users. This provides your restaurant with key insights into the behavioral health and stickiness of its ongoing customer relationships.
Current Customers Graph Filters
The graph displays clickable filter options for:
Frequent
Highly engaged users or power users who interact with the brand or product on a regular, consistent basis.
Occasional
Active users who engage with the product intermittently, representing a seasonal or needs-based purchasing pattern.
Current Customers Data Table
Along with the chart, the accompanying table provides the exact quantitative metrics tracking these active customer engagement tiers over specific reporting periods, detailing the following metrics:
Current Customers Data Table Metrics
Month
The specific operational or financial period being analyzed.
Frequent
The total number of customers categorized in the highest tier of engagement during that timeframe.
Occasional
The total number of active but less predictable users or buyers.
Total
The cumulative sum of the active customer base for that period.
Lapsed and Reactivated Customers
Figure 7
Lapsed and Reactivated Customers Graphs
This section features two complementary bar charts that describe the relationship between the time elapsed since a customer's last interaction and their likelihood to churn or return. By analyzing cohorts based on the specific number of months they have been inactive, restaurants can map out critical drop-off points and optimize the timing of win-back campaigns.
Customers by Months Lapsed Graph
This chart describes the volume of at-risk users relative to the duration of their inactivity, tracking cohorts from short-term to long-term dormancy.
X-Axis (Months)
Represents the exact duration of a customer's inactivity (e.g., from 3 months up to 12 months).
Y-Axis (Customer Count)
Measures the total volume of accounts sitting within each specific dormancy window.
Customers Reactivated by Months Lapsed Graph
This chart describes the volume of dormant users who were successfully won back, broken down by how long they had been inactive before resuming engagement.
X-Axis (Months)
Represents the duration of inactivity prior to the user's reactivation.
Y-Axis (Customer Count)
Measures the number of previously dormant accounts that were successfully re-engaged within that specific cohort.
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