---
title: "Customer - Customer Insights"
url: "https://help.aurapos.com/en/article/customer-customer-insights"
language: "en"
last_updated: "2026-10-23T07:38:47.789Z"
---

# Customer - Customer Insights

Who your best customers are and when they are likely to order again: your top 25 regulars by number of orders, your top 25 big spenders, the 50 biggest customer orders, the 20 customers most likely to order in a particular three-hour time slot, and a map of where your customers are. For store managers, franchisees and marketing teams planning promotions, call-backs and loyalty campaigns.

Updated Fri 23 Oct 2026

## Running the report

1

Open **Reports** for your store and choose **Customer Insights** under **Customer**.

2

Choose the first and last trading day you want to look at (see [Report options](https://help.aurapos.com/en/article/customer-customer-insights#options)).

3

Run the report. You get two bar charts, a list of your biggest orders, a list of likely orders by time slot, a map and a privacy notice, one after the other.

**Tip**Run it for the last three months to see who your real regulars are. A single week is too short: almost every customer has only one or two orders.

**Only orders with a customer attached**The report only sees orders where a customer (name and phone number) was captured on the order. Walk-in sales with no customer are not in any section.

## Report options

### Select your start date / end date

The first and last trading day to include. Both default to today. Your store's close of trade time applies: if your store closes trade at 02:00, an order at 01:00 on Tuesday belongs to Monday's trading day.

The dates drive the two charts, the **50 individual highest value customer orders** list and the map. The **20 most likely customer orders to be placed** list always looks at the last 12 full weeks, whatever dates you choose (see [20 most likely orders](https://help.aurapos.com/en/article/customer-customer-insights#likely)).

There are no other options.

## The report at a glance

Bob's Burgers Times Square

Customer insights report

From Thu 01 Oct 2026 00:00 until Wed 21 Oct 2026 23:59

The date line is the trading period the report covers. If your store's close of trade is not midnight, the times show your close of trade (for example `From Thu 01 Oct 2026 02:00 until Thu 22 Oct 2026 02:00 *`) and the **\*** points to the note at the bottom of each page: sales between midnight and close of trade count in the previous day's sales.

1.  [Top 25 regular customers (by frequency)](https://help.aurapos.com/en/article/customer-customer-insights#regulars): the customers who ordered most often.
2.  [Top 25 big spenders (by total amount spent)](https://help.aurapos.com/en/article/customer-customer-insights#spenders): the customers who spent the most.
3.  [50 individual highest value customer orders](https://help.aurapos.com/en/article/customer-customer-insights#orders): your biggest single orders.
4.  [20 most likely customer orders to be placed](https://help.aurapos.com/en/article/customer-customer-insights#likely): who usually orders on which day and meal.
5.  [Heatmap of customer orders](https://help.aurapos.com/en/article/customer-customer-insights#map): where your customers are.
6.  [Privacy and Data Protection Warning](https://help.aurapos.com/en/article/customer-customer-insights#privacy): how to handle the personal information in the report.

## Top 25 regular customers

A horizontal bar chart of the 25 customers with the most orders in the period, most orders at the top. Each bar is labelled with the customer's name and phone number and shows their number of orders. These are your regulars: a campaign could aim to get them to spend a little more each visit.

| Customer 1 | Orders 2 |
| --- | --- |
| Sam 0825550101 | 14 |
| Alex 0835550102 | 11 |
| Jordan 0845550103 | 9 |
| No name 0615550104 | 8 |
| Chris 0725550105 | 7 |
| … up to 25 customers |  |

### 1 Customer

The customer's name and phone number as captured on the order. A customer with no name captured shows as **No name** followed by the phone number.

### 2 Orders

Every completed order for the customer in the period: delivery, collection, counter, table or any other transaction type. Voided orders are not counted.

## Top 25 big spenders

The same kind of chart, but the 25 customers who spent the most in the period, biggest spender at the top. These are your big spenders: a campaign could aim to get them to order a little more often.

| Customer | Amount spent 1 |
| --- | --- |
| Alex 0835550102 | 4 218.60 |
| Sam 0825550101 | 3 905.00 |
| Taylor 0765550106 | 2 640.40 |
| Jordan 0845550103 | 1 571.50 |
| Chris 0725550105 | 1 288.90 |
| … up to 25 customers |  |

### 1 Amount spent

The total of the customer's completed orders in the period, as charged: including VAT and any delivery charge, after discounts. Tips are not included.

## 50 highest value orders

The 50 biggest single customer orders in the period, biggest first. Why not phone these customers to thank them and check they were happy? A personal touch goes a long way.

| Customer name | Phone number 1 | Order date and time | Invoice number 2 | Transaction type | Sale amount |
| --- | --- | --- | --- | --- | --- |
| Alex | 0835550102 | 16 October 2026 18:42 | 2-1184 | Delivery | 1 571.50 |
| Taylor | 0765550106 | 10 October 2026 12:15 | 1-2207 | Collect | 1 120.00 |
| Sam | 0825550101 | 03 October 2026 19:05 | 1-1963 | Table | 986.40 |
| No name | 0615550104 | 20 October 2026 13:30 | 3-0412 | Counter | 845.00 |
| … up to 50 orders |  |  |  |  |  |

### 1 Phone number

Click a phone number to open the **Individual Customer** report for that customer, with their full ordering history.

### 2 Invoice number

Click an invoice number to open the **Invoice Audit** report for that order.

Order date and time

When the order was rung up, in your store's local time.

Sale amount

The order total as charged: including VAT and any delivery charge, after discounts, excluding tips.

Transaction type

How the order was placed, for example Delivery, Collect, Counter or Table.

## 20 most likely orders

Customers who order in the same time slot week after week. The report looks at the **last 12 full weeks** (not including today), counts on how many of those 12 weeks each customer ordered in each slot, and lists the 20 strongest habits, grouped by time slot in time-of-day order from midnight. Inside each slot the days run from Monday to Sunday.

| Lunch (12pm to 3pm) 1 |
| --- |
| There is a 33% probability that Chris (phone number: 0725550105) will place an order on a Tuesday. |
| There is a 75% probability that Sam (phone number: 0825550101) will place an order on a Friday. 2 |
| There is a 50% probability that Alex (phone number: 0835550102) will place an order on a Friday. |
| Dinner (6pm to 9pm) |
| There is a 90% probability that Jordan (phone number: 0845550103) will place an order on a Saturday. 3 |
| There is an 8% probability that Taylor (no phone number) will place an order on a Sunday. |

### 1 Time slot

One of eight three-hour time slots, the same as the **Best Sellers** and **KPI** reports, listed from earliest to latest: **Late night (midnight to 3am)**, **Early morning (3am to 6am)**, **Breakfast (6am to 9am)**, **Mid-morning (9am to 12pm)**, **Lunch (12pm to 3pm)**, **Afternoon (3pm to 6pm)**, **Dinner (6pm to 9pm)** and **Late evening (9pm to midnight)**. Each slot appears once;the day of the week is at the end of each line. The day and time are when the order was rung up, so an order at 01:00 on Saturday is under **Late night (midnight to 3am)** and ends "on a Saturday".

### 2 Probability

The number of weeks (out of the last 12) in which the customer ordered in that slot, as a percentage. Sam ordered on 9 of the last 12 Fridays between 12pm and 3pm: 9 / 12 = 75%. Two orders in the same Friday lunch slot still count as one week.

### 3 Capped at 90%

Nothing is guaranteed, so the probability never goes above 90%, even for a customer who ordered in that slot every one of the 12 weeks.

**Use it for call-backs**Check the slot coming up next and phone or message the customers listed there. Click a phone number to open their **Individual Customer** report first.

## Map of customer orders

A map with a point for each customer in the period who has a delivery address with a location. Each customer appears once, at the address of their most recent order in the period that had a location. Use it to see where your customers are clustered and plan delivery areas or leaflet drops.

**Not every customer is on the map**Customers whose orders had no address (for example collections and counter sales), or whose address has no map location, are left off the map. They are still counted in the charts and lists.

## Privacy warning

The report ends with a **Privacy and Data Protection Warning**. The report contains customers' names and phone numbers, which are personal information protected by data protection laws. The notice explains how to limit who can run or see the report, and how to dispose of printed and digital copies securely when you no longer need them.

## Watch the video

A short walkthrough of running the Customer Insights report and using each section.

[Report walkthrough video](https://www.youtube-nocookie.com/embed/1F7YvhU-UKE?rel=0)

Can't see the video? [Watch it on YouTube](https://www.youtube.com/watch?v=1F7YvhU-UKE).

## Frequently asked questions

Why is one of my regular customers missing?

The report only sees orders where the customer was captured on the order. If the customer was not selected or added when the order was rung up, the sale is not linked to them. Voided orders are also left out.

Why does the likely orders list not change when I change the dates?

It always looks at the last 12 full weeks before today, because a habit only shows up over several weeks. The dates you choose only drive the charts, the 50 highest value orders and the map.

Why does no customer ever show more than 90%?

The probability is capped at 90% on purpose. Even a customer who ordered every week in that slot might not order this week.

Why does a customer show as No name?

No name was captured for that customer, only a phone number. Update the customer's details on the POS and the name will show the next time you run the report.

Why are there fewer points on the map than customers in the charts?

Only customers with a delivery address that has a map location are shown, and each customer is shown once. Collection and counter customers without an address are still in the charts and lists.

Do the amounts include delivery charges and tips?

The amounts include VAT and delivery charges, after discounts. Tips are not included.

Why is an order from just after midnight on the previous day?

Your store's close of trade time decides which trading day an order belongs to. If you close trade at 02:00, an order at 01:00 is part of the previous day's trading. The time slots in the likely orders list use the actual time the order was rung up.

Who should be allowed to run this report?

Only people who need the customer information for their work, such as the manager or the marketing team. Read the privacy warning at the end of the report and dispose of printed copies securely.

## Glossary

Big spender

A customer in the top 25 by total amount spent in the period.

Close of trade

The time your store's trading day ends. Orders between midnight and this time count in the previous day.

Completed order

An order that was not voided.

Probability

On how many of the last 12 full weeks the customer ordered in a time slot, as a percentage, capped at 90%.

Regular customer

A customer in the top 25 by number of orders in the period.

Time slot

A day of the week plus one of eight three-hour periods, from Late night (midnight to 3am) to Late evening (9pm to midnight). The same periods as the Best Sellers and KPI reports.

Trading day

One day of trade, from your close of trade time to the next day's close of trade time.

VAT

Value-added tax, or your country's equivalent sales tax.