Customer Reports

Who your best renters are

The Customer Reports dashboard tells you who rents your trailers, how often they come back, and which ones are worth the most to your business. You will find it under Reports > Customers in the main navigation.

Demographics

The top card breaks down your renter base by age range, city, state, and lead source. Hover any slice of the donut chart for exact counts and percentages. This is helpful when deciding where to spend ad dollars or which regions to target with seasonal promotions.

Top spenders (last 12 months)

Below demographics you will see a ranked list of your top 25 renters by total spend over the trailing twelve months. Each row shows:

1. Renter name and contact link
2. Total revenue generated
3. Number of reservations
4. Average reservation value
5. Most recent rental date

Click any name to jump to the renter's profile. Use the Export button on the card to pull a CSV for your next loyalty campaign.

Retention rate

Retention rate is the percentage of renters from a prior period who rented again in the current period. TrailerBase calculates it on a rolling 90-day window by default, but you can switch to monthly or yearly using the toggle at the top of the card.

A healthy trailer rental business sees retention between 25% and 45%. If you are below that, consider:

• Sending automated post-rental follow-ups
• Offering a repeat-renter discount
• Improving trailer condition and cleanliness

Lifetime value (LTV)

Customer Lifetime Value is the average total revenue a renter generates across their entire relationship with you. The chart plots LTV by cohort (the month the renter first booked), so you can see whether renters acquired in Q2 spend more than those from Q4.

Churn risk

The Churn Risk panel uses your booking history to flag renters who are statistically likely to never return. The model considers:

1. Days since last rental
2. Historical booking frequency
3. Whether the last experience included a damage claim or refund
4. Email and SMS engagement

Each renter gets a score from Low to High. Click View list to see everyone marked High, then use the Bulk email button to send a win-back offer.

New vs. repeat

The bottom chart splits your monthly revenue into new renters and repeat renters. Over time you want the repeat share to grow — it is cheaper than acquisition and a strong signal your operation is healthy.

Tips

• Pair this report with GPS trip history to see if your top spenders tow farther than average.
• Combine with the Pricing Optimizer AI to price premium trailers for your best customers.
• Export weekly and compare against your marketing calendar.