In the contemporary digital landscape, businesses harness formidable technological prowess to engage directly with customers and amass vast troves of consumer data. However, amidst this wealth of information, a critical gap persists in translating data into actionable insights that fuel business success. Traditional metrics fall short in capturing the intricate nuances of customer behavior and preferences, necessitating a shift towards more customer-base audit report systems. Drawing upon essential inquiries delineated in existing literature, this research aims to address pivotal questions integral to constructing an effective customer-base audit report. These inquiries encompass identifying customer segments, discerning differential value among customers, assessing revenue concentration, and forecasting customer retention. Through an exploration of data-driven methodologies and the development of a decision support dashboard, this research endeavors to furnish pragmatic guidance for organizations seeking to fortify their customer-centric reporting capabilities.

This work was supported by Fundação para a Ciência e a Tecnologia, grant UIDB/00315/2020 (DOI: 10.54499/UIDB/ 00315/2020) and by MSc in Business Analytics from Iscte-Business School.

Customer,Customer-base,Audit,Analytics,KPI,Dashboard,CLV.