> For the complete documentation index, see [llms.txt](https://creatorxone.gitbook.io/creatorxone/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://creatorxone.gitbook.io/creatorxone/fans-list/rfm-segments.md).

# RFM segments, tags, tiers, and flags

**Audience:** Agency owners and managers explaining Fans CRM to their team. Chatters use the same labels in the dashboard and in the OnlyFans / Fansly chat list.

This page is the rule sheet for the **Fans** screen. Four different labels can appear on the same fan. They are not interchangeable.

## Explanation matrix — four labels, four jobs

| Label                                                             | Where you see it                              | Who assigns it                                                        | What it is based on                                      | Can you override it?                            |
| ----------------------------------------------------------------- | --------------------------------------------- | --------------------------------------------------------------------- | -------------------------------------------------------- | ----------------------------------------------- |
| **RFM segment** (Cannot lose, Champions, …)                       | Fans table, RFM chips, chat list chip         | CreatorXOne, overnight (and on the fly if a nightly score is missing) | Recency + purchase-day frequency + **180-day** net spend | No. Filter and export it; do not edit the chip. |
| **Fan tag** (Priority, Whale, Script ready, Caution, or your own) | Fans table, fan drawer, chat list chip        | A manager, on the fan drawer                                          | Workflow. **Not** a spend threshold.                     | Yes. Toggle on the fan → **Save**.              |
| **Fan tier** (VIP, Warm, New by default)                          | Fans table, tier legend, spend badge in chat  | CreatorXOne from **total spend** vs your tier rules                   | Lifetime (last-known) spend vs **Settings → Fan tiers**  | Change the **rules**, not one fan.              |
| **Spender flag**                                                  | Colored spend badge in the platform chat list | Session tools, from cached spend + the matched **tier**               | Last-known total spend for that fan on that creator      | No. The amount updates as spend syncs.          |

**RFM is not a tag.** Tags never flip because someone spent $100. RFM never waits for someone to click **Save**.

Same person on two creators = two independent rows, two RFM scores, two tag sets, two owners.

How to use the screen: [Fans list](/creatorxone/fans-list.md). How the chat badge paints and sorts: [Spender flags](/creatorxone/chatting-tools/spender-flags.md).

***

## What RFM measures

RFM = **R**ecency, **F**requency, **M**onetary. Each axis is a score from **1** (weak) to **5** (strong). The three digits become an **RFM code** (for example `545`). The **segment** name is then chosen from those three scores.

| Axis  | In the product | Input                                                                                 | Window                                                                                    |
| ----- | -------------- | ------------------------------------------------------------------------------------- | ----------------------------------------------------------------------------------------- |
| **R** | Recency        | Days since the **later** of last **purchase** and last **message** (either direction) | Last activity may be as old as **2 years**; if both dates exist, the more recent one wins |
| **F** | Frequency      | **Distinct calendar days** with a purchase — not the number of tips                   | Last **180 days**                                                                         |
| **M** | Monetary       | Sum of **net** spend (chargebacks left out)                                           | Last **180 days**                                                                         |

Thresholds are **fixed dollar and day bands**, not “top 20% of this agency.” A $500 fan is **M = 5** at a 3-creator shop and at a 30-creator shop. That lines up with default **VIP ≥ $500**.

**Spent** on the Fans table is last-known **total** spend (the same number the chat badge uses). **RFM M** is only the last **180 days**. A lifetime whale who has not paid recently can still be **VIP** and **Cannot lose** at the same time.

Fans with no purchase, no message, and no spend in that window stay **Unscored**.

Scores rebuild **overnight** for every visible agency. If a fan has no nightly row yet, the fan drawer and the chat list can compute the same rules on the fly.

***

## Score bands (how R, F, and M are assigned)

### Recency (R) — days since last purchase **or** last message

| Days since last activity | R |
| ------------------------ | - |
| 0–7                      | 5 |
| 8–30                     | 4 |
| 31–60                    | 3 |
| 61–90                    | 2 |
| 91+ or unknown           | 1 |

### Frequency (F) — distinct purchase days in 180 days

| Purchase days | F |
| ------------- | - |
| 16 or more    | 5 |
| 8–15          | 4 |
| 4–7           | 3 |
| 2–3           | 2 |
| 0–1           | 1 |

### Monetary (M) — net spend in 180 days

| 180-day net spend | M |
| ----------------- | - |
| $500 or more      | 5 |
| $200–$499.99      | 4 |
| $75–$199.99       | 3 |
| $20–$74.99        | 2 |
| Under $20         | 1 |

Hover the RFM chip on **Fans** to see the code (for example `545`) and recency in days.

***

## Segment assignment (first match wins)

The named chip is a **decision tree**. Churn labels beat loyalty labels. A quiet whale is **Cannot lose**, not **Champions**.

| Order | Segment            | Rule (all conditions)                       | Typical meaning                                             | Churn risk? |
| ----: | ------------------ | ------------------------------------------- | ----------------------------------------------------------- | ----------- |
|     1 | **Cannot lose**    | **M ≥ 5** and **R ≤ 2**                     | $500+ in 180 days, last activity **61+ days** ago           | Yes         |
|     2 | **At risk**        | **M ≥ 4** and **R ≤ 2**                     | $200–$499 in 180 days, last activity **61+ days** ago       | Yes         |
|     3 | **Champions**      | **R ≥ 4** and **F ≥ 4** and **M ≥ 4**       | Recent, buys often, $200+ in 180 days                       | No          |
|     4 | **Loyal**          | **F ≥ 4** and **M ≥ 3** and **R ≥ 3**       | Regular buyer, still in the last 60 days                    | No          |
|     5 | **New**            | **R ≥ 4** and **F = 1** and **M ≥ 2**       | Recent, only **one** purchase day, $20+                     | No          |
|     6 | **Promising**      | **R ≥ 4** and **F ≤ 2** and **M ≥ 2**       | Recent, **two** purchase days (or leftover after New), $20+ | No          |
|     7 | **New**            | **R ≥ 4** and **F ≤ 2** and **M ≤ 1**       | Recent chatter / tiny spend, not a buying streak yet        | No          |
|     8 | **Need attention** | **R = 3** and **M ≥ 3**                     | Last seen 31–60 days, $75+ in 180 days                      | No          |
|     9 | **Hibernating**    | **R ≤ 2** and **M ≥ 2**                     | Quiet 61+ days, some 180-day spend but below At risk        | No          |
|    10 | **Need attention** | **R ≥ 3** (anything not matched above)      | Still relatively recent, mixed F/M                          | No          |
|    11 | **Lost**           | Otherwise (usually **R ≤ 2** and **M ≤ 1**) | Quiet and little/no recent money                            | No          |
|     — | **Unscored**       | No purchase, message, or spend signal       | Not in the nightly set yet                                  | No          |

**Churn risk only** on Fans = segments **1 and 2** only. Those two are the outbound priority list.

### Worked examples

| Fan                                             | Last activity | Purchase days (180d) | 180d net | Scores   | Segment                         |
| ----------------------------------------------- | ------------- | -------------------- | -------- | -------- | ------------------------------- |
| Heavy buyer, messaged 2 days ago                | 2 days        | 12                   | $620     | R5 F4 M5 | **Champions**                   |
| Same spend, last purchase 4 months ago, no chat | \~137 days    | 20                   | $1,400   | R1 F5 M5 | **Cannot lose** (not Champions) |
| $250 in 180d, last seen 70 days ago             | 70 days       | 3                    | $250     | R2 F2 M4 | **At risk**                     |
| Recent, one tip day, $40                        | 5 days        | 1                    | $40      | R5 F1 M2 | **New**                         |
| Recent, two tip days, $40                       | 5 days        | 2                    | $40      | R5 F2 M2 | **Promising**                   |
| Chat 2 days ago, $0                             | 2 days        | 0                    | $0       | R5 F1 M1 | **New**                         |
| Chat 4 months ago, $0                           | \~137 days    | 0                    | $0       | R1 F1 M1 | **Lost**                        |
| Last seen 45 days, $120                         | 45 days       | 2                    | $120     | R3 F2 M3 | **Need attention**              |
| Last seen 80 days, $40                          | 80 days       | 1                    | $40      | R2 F1 M2 | **Hibernating**                 |

***

## Fan tags (manual)

**Settings → Fan tags**, then pin on **Fans** → click the fan → toggle chips → **Save**.

Defaults if the agency has none yet:

| Tag              | Role                                     | Chat list boost |
| ---------------- | ---------------------------------------- | --------------- |
| **Priority**     | Handle first                             | 1000            |
| **Whale**        | High-touch spenders you choose           | 500             |
| **Script ready** | Sequence / offer already queued          | 100             |
| **Caution**      | Extra care (chargebacks, attitude, etc.) | 50              |

Boost is a **number**, not a dollar amount. It is added to the chat-list score so tagged chats float up. It does **not** auto-apply above $100.

You can rename, recolor, add, or delete tags. Deleting a tag removes it from every fan.

***

## Fan tiers (automatic spend bands)

**Settings → Fan tiers.** Used for the **Tier** column and the **color of the spender flag** in chat.

Defaults:

| Tier     | Total spend       | Chat list boost (sort priority) |
| -------- | ----------------- | ------------------------------- |
| **VIP**  | ≥ $500            | 100                             |
| **Warm** | ≥ $100 and < $500 | 50                              |
| **New**  | ≥ $0 and < $100   | 10                              |

A fan matches **min ≤ spend < max** (no max on VIP). If two rules overlap, the higher **Sort priority** wins, then the higher minimum.

**Reset defaults** replaces the agency’s tiers with VIP / Warm / New.

***

## How flags work (chat list)

“Flags” in chatting are the **badges CreatorXOne paints on the platform inbox**, not RFM tags.

On each visible chat row the session tools can show:

1. **Spender flag** — `VIP · $ 500` on OnlyFans, `VIP · $500.00` on Fansly (or Warm / New). Color comes from the matched **tier**. Amount is last-known total spend.
2. **Tag chips** — whatever a manager saved on that fan.
3. **RFM chip** — the segment name when the fan is scored (skipped when **Unscored**).
4. **Owner** — if a sticky owner is set; “mine” gets a small extra lift in sort.

CreatorXOne then **reorders the currently visible chat rows** (highest combined score first). Platform virtualized lists can shuffle again until the tools re-run. This is a priority hint, not a permanent pin above OnlyFans / Fansly forever.

### Combined chat-list score

| Source                            | Added to the score                                                                  |
| --------------------------------- | ----------------------------------------------------------------------------------- |
| Highest **tag** boost on that fan | That tag’s number (Priority 1000 beats Whale 500; they do not add together)         |
| Matched **tier** sort priority    | VIP 100, Warm 50, New 10 (or your custom values)                                    |
| **RFM** segment                   | Cannot lose **800**, At risk **600**, Champions **200**, Loyal **80**, others **0** |
| You are the sticky **owner**      | **250**                                                                             |

Example: VIP (100) + Priority tag (1000) + Cannot lose (800) + owned by you (250) → that row sits near the top of the open chat list.

If company tiers are missing, the spend badge falls back to a simple color: green above **$100**, lighter green above **$0**, gray at **$0**.

**Vault flags** (sent / sold media in the vault) are a different tool. They do not assign RFM or fan tags.

***

## Recency column vs RFM R

|            | **Recency** column on Fans                       | RFM **R**                                            |
| ---------- | ------------------------------------------------ | ---------------------------------------------------- |
| Purpose    | Quick heat on the table                          | One third of the RFM code                            |
| Bands      | Active ≤7d, Recent ≤30d, Cooling ≤90d, Stale 91+ | 5 / 4 / 3 / 2 / 1 at 7 / 30 / **60** / 90 days       |
| Difference | Cooling includes 31–90                           | R drops to **3** after 30 days and to **2** after 60 |

A fan can read **Cooling** in the last column and still be **Cannot lose** on RFM if 180-day spend is $500+ and they have been quiet 61+ days.

***

## What to do with each RFM segment

| Segment            | Suggested ops use                                                             |
| ------------------ | ----------------------------------------------------------------------------- |
| **Cannot lose**    | Highest-spend quiet whales. Outbound first. Do not wait for them to ping.     |
| **At risk**        | Strong recent-year spend, going quiet. Win-back before they go Lost.          |
| **Champions**      | Protect and upsell. Keep scripts and owners tight.                            |
| **Loyal**          | Maintain cadence; they already buy on several days.                           |
| **Promising**      | Second purchase path; convert to Loyal / Champions.                           |
| **New**            | Onboard; do not treat like a lapsed whale.                                    |
| **Need attention** | Check why 31–60 day silence (or mixed scores).                                |
| **Hibernating**    | Light spend, long silence — lower priority than At risk.                      |
| **Lost**           | Low recent value and quiet. Archive from daily outbound.                      |
| **Unscored**       | Wait for overnight scoring, or open the fan after there is a message or sale. |

***

## FAQ

**Why is this fan VIP but not Champions?**\
VIP is **total** spend. Champions need **recent** high frequency **and** $200+ in **180 days**. A lifetime VIP who went quiet becomes **Cannot lose** or **At risk**.

**Why didn’t RFM change after I tagged Whale?**\
Tags never write RFM. Save the tag for inbox priority; wait for overnight RFM (or open the drawer) for the segment.

**Why is RFM empty?**\
No overnight score yet, or no purchase/message signal. Click **Refresh** the next day. Export is limited to **5,000** rows per file.

**Does chargeback spend count?**\
Not in RFM **M**. Net purchases only.

**OnlyFans vs Fansly?**\
Same RFM tree, same tags, same tiers. Spend on the list comes from synced spend / transactions for that platform.

## Related

* [Fans list](/creatorxone/fans-list.md)
* [Spender flags](/creatorxone/chatting-tools/spender-flags.md)