Understanding customer value

A customer relationship is more than a single transaction. This portfolio study explores customer lifetime value: a way to frame questions about the value of a relationship over time rather than looking only at the latest purchase.

The business questions are about attention and priorities. How might an understanding of customer value inform which relationships deserve closer attention? How does retention fit into that discussion? These questions give the project its context without treating an estimate as a complete picture of a person.

Presented as a portfolio learning study, the work connects an analytical topic with a familiar business concern: understanding customer relationships. Its central theme is how to ask more useful questions about value, attention, and continuity over time.