47% of their customers had stopped buying. Nobody had noticed.

The situation

Rush PCB build printed circuit boards for engineering teams, mostly prototypes and small runs. Orders arrive through an online quote tool and over the phone. Conversion was healthy, the owner knew his numbers, the platform was working. What nobody had was a view of the customers who had quietly stopped coming back.

What the order history showed

Fourteen months of quote and order data, 206 customers.

73%

of the customer base had not ordered in 90 days or more

47%

96 customers, had not ordered in six months or more

139

customers ordered once and never returned

67%

of revenue came from the 67 repeat customers, a third of the base

62%

of repeat orders arrive within 30 days of the last one, 80% within 60

That last figure changed the conversation. Getting customers back is not a general problem to solve at some point. It has a deadline, and most of the list was already past it.

What else it showed

The quote funnel leaked in a specific place. 47% of customers who reached the pricing screen left there, not at the long form everyone assumed was the problem. The pricing matrix offered 207 combinations and 109 had never been ordered in fourteen months. Against B2B manufacturing averages, conversion was still five times the market. The platform was not broken. The recommendation was to stop rebuilding it and go after the two things actually costing money.

What they got

A prioritised list: the 139 one-time customers to contact, the accounts still inside the 30 to 60 day window, and the six pricing combinations carrying all the volume.

This was a diagnostic, not a build. No implementation was in scope. The value was knowing which of three possible projects was worth doing, and which was not.