Finding the customers behind a figure

Every leg of the movement is a group of people. You can always see who.

Open the amount next to Lost, or ask:

who stopped paying in February, and what did each of them cost?

You get names. On screen the Lost drill lists each customer with their contribution and what they were paying the month before; on a Growth or Contraction drill the before and after sit side by side:

Customer

Was paying

Now

Change

Rowan Ellis

$209

$0

($209)

Sam Okafor

$189

$0

($189)

Priya Raman

$159

$0

($159)

Which figures you can open

The legs where money actually moved: New, Returned, Growth, Contraction and Lost.

Starting and Ending are balances, not movements. Opening one would return every customer you have, which is a roster rather than an explanation, so Morevy does not offer it.

Each drill repeats what the leg measures, in one line, above the names - who paid for the first time, who resumed paying, who paid more than last month, who paid less, who stopped paying. If you are about to act on the list, that line is the claim you are acting on.

When the names do not add up

Sometimes the customers Morevy can name do not account for the whole leg. It says so, rather than presenting a partial list as complete:

Named customers sum to $3,908 against a leg total of $4,508.

On a normalized close the difference is usually the basis: the list shows amounts as billed while the leg total is normalized, and the table says which when it happens. It is worth knowing, and it is exactly the kind of gap a summary would hide.

What to do with the list

Two follow-ups are usually worth asking, and Morevy offers them under the table:

• What do they have in common? Tenure, plan and segment, across the group.

• How does this compare to last period? Whether this is a bad month or a trend.

The answer to the first is often more useful than the list itself. Eleven of fourteen on the same plan is a pricing question. Eleven of fourteen in their fourth month is an onboarding question.

Both are questions, not conclusions. A payment file shows that someone stopped paying; it does not say why. The commercial reason lives outside the export, and Morevy will not invent it.

Note. Customer lists come back through the same computation path as every other figure, with the same source evidence behind them. Asking who is in a leg is a question, not an export, and it stays in the conversation as part of the record.