Customer IQ for Business Central - User Guide
Goal
Understand what Customer IQ shows you, what each score means, and how to use that information in your day-to-day work inside Business Central.
Prerequisites
Customer IQ is installed and activated for your Business Central environment
Your administrator has completed the initial setup
What Is Customer IQ?
Customer IQ answers two questions about every active customer in your system:
How valuable is this customer to my business? - answered by ABCD Segmentation
How likely is this customer to stop buying? - answered by Churn Risk
Both answers appear directly on customer cards and sales orders inside Business Central. There is no separate platform to log into — the intelligence shows up where your team already works. This information can also be seen on the Customer IQ Dashboard, a new screen available directly in Business Central from the Cavallo Profit Max menu:
ABCD Segmentation
What It Is
ABCD Segmentation automatically classifies every active customer based on their gross margin contribution to your business. Classifications update regularly so your team is always working from current data.
The Four Segments
Please note: The percent values referenced in the table below are the default values, and can be changed by an administrator in Settings in app.cavallo.com.
Segment | What It Means |
|---|---|
A | Your most valuable customers — collectively responsible for the top 75% of your total margin |
B | Strong contributors — the next 15% of margin |
C | Positive but smaller contributors — the remaining margin above zero |
D | Customers who are currently costing you money — negative margin |
How to use it: 'A' customers deserve priority attention and white-glove treatment. 'D' customers warrant a closer look — are pricing or costs misaligned? B and C customers represent your growth and retention opportunity.
Where to Find It
Customer Card — the ABCD segment appears on the customer record. You can see a customer's current segment at a glance when reviewing an account.
Customer IQ Dashboard - This dashboard can be found under the Cavallo Profit Max navigation option in Business Central
Sales Quotes, Orders, and Invoices — the segment is visible on open orders so anyone processing or reviewing an order has immediate context about that customer's value.
Churn Risk
What It Is
The Profit Max Platform, which drives this feature, uses an AI-drive data science model to assess how likely each active customer is to stop buying. Every customer receives a risk score that updates daily based on their buying behavior — recency, frequency, order volume, and days since last purchase.
Risk Levels
Risk Level | Probability of Churning |
|---|---|
Minimal | 1–20% |
Low | 21–40% |
Moderate | 41–60% |
Elevated | 61–80% |
High | 81–99% |
Margin at Risk
In addition to individual scores, Customer IQ surfaces Margin at Risk — the total gross profit from the past 365 days across all customers at Elevated or High risk. This gives the user a concrete dollar figure for what's at stake and helps prioritize outreach efforts.
How to use it: A customer at Elevated or High risk is showing buying behavior patterns associated with customers who have churned in the past. This is your signal to reach out — a proactive call, a discount offer, a check-in — while the relationship is still active.
Where to Find It
Customer Card — churn risk level appears on the customer record alongside the ABCD segment.
Customer IQ Dashboard - This dashboard can be found under the Cavallo Profit Max navigation option in Business Central
Sales Quote, Order, and Invoice Headers — risk level is visible on open orders, giving your team context at the moment of transaction.
Workflow Automation
This section applies only if your organization uses Mission Control alongside Customer IQ. If you don't use Mission Control but would like to, please reach out to Cavallo.
When Customer IQ is paired with Mission Control, you can build automated routing rules that act on ABCD and churn data — no code required. Instead of relying on your team to manually check scores before making decisions, Workflow handles the routing automatically.
What This Enables
VIP routing for A customers
Orders from A-segment customers can be automatically routed to a dedicated handling queue — ensuring your most valuable accounts always get priority treatment without anyone needing to check the segment manually.
Proactive outreach for at-risk accounts
When a customer at Elevated or High risk places an order, Workflow can route it to a manager or customer success rep for a personal touchpoint before it ships. The order doesn't get lost — it gets a human moment at exactly the right time.
Review routing for D customers
Orders from D-segment customers can be automatically flagged and sent to a review queue. Someone can then assess whether pricing needs adjustment, whether a conversation needs to happen, or whether to proceed as normal.
How Rules Are Configured
Routing rules are set up in the Mission Control Workflow designer by your administrator or operations team. If you want a routing rule created or adjusted, reach out to whoever manages your Mission Control workflows.