Purchase Frequency

The Purchase Frequency view shows the mix of first-time and repeat customers – important context for interpreting satisfaction, since these groups rate experiences differently. Repeat customers know your brand and tend to rate higher; first-time customers apply more scrutiny. A shift in the mix can move your scores even when the experience hasn’t changed, so review the mix before drawing conclusions.

What to Watch For

• A high repeat-customer mix can signal loyalty strength, especially when stable over time
• A higher first-time mix means scores reflect first impressions and onboarding more heavily
• During peak periods like the Q4 holiday, mix shifts toward new and gift buyers, which can affect scores even when operations are stable

Always read the mix alongside the total response volume. A change in a ratio alone does not necessarily indicate business growth or decline.