Sales reports alone will not provide the required information to make a decision about customer value. Your business is experiencing the following: Annual sales are increasing, the number of orders is increasing, and the number of customers is increasing. Consider what these mean for your business. Based on the facts given, why are the number of orders per customer declining significantly?
a. You miscounted the number of orders.
b. The number of customers is actually going down.
c. More customers are purchasing less frequently.