RFM analysis works well for orders placed through Prospect, however it fails to take into account other data such as invoices which may be entering or created by the accounts system from other sources and therefore a customer may place a single large order for a long term contract to be delivered over a period of time, however the RFM will show a short hit and then a very low score despite the customer being highly valuable due to the ongoing expenditure and invoices produced. An example may be a service company or repairs business etc.