Expectancy is the number of days until the Customer can be expected to order again. Expectancy is calculated by subtracting the Customer's Recency from the average Latency of all other customers who re-ordered while they were at that same order level. For instance, if a customer has placed two orders, his Expectancy would be determined by the Latency of all customers who had placed a third order.

Positive Expectancy means that their Expect Date is in the future. Negative Expectancy means that their Expect Date is in the past. By definition, customers in Life Stage One and Two have positive Expectancy, while those in Life Stage Three and Four have negative Expectancy. Expectancy is a secondary predictor of customer behavior.