Customer Behavior & Retention Dashboard

Chaya Chaipitakporn

Customer Behavior & Retention Dashboard

📍 Tool: Tableau Public
👤 Audience: CRM teams, retention managers, customer strategy leads

🎯 Objective

This dashboard helps stakeholders understand customer value, churn risk, and marketing effectiveness by combining behavioral segmentation, retention probabilities, and lifetime value metrics. It supports targeted retention strategies and resource prioritization.

📊 Key Metrics & Visuals

Total Customers
Total Spend
Average Customer Lifetime Value (CLV)
Customers Over Time: Monthly growth trend
Customer by Marketing Preference: Organic, Paid Ads, Social Media, Referral, Email
Customer Segments (by value: High, Mid, Low)
Retention Probability by Segment
Customer Churn Risk (Low, Medium, High)
CLV by Churn Risk Comparison
Transaction Month Filter for dynamic time-based analysis

🧠 Insights Delivered

Identify high-value customer segments and how they behave over time
Compare retention likelihood across customer groups
Understand churn risk patterns to design loyalty or win-back campaigns
Track marketing acquisition channels and customer preference distribution
Use CLV by churn risk to guide retention investment decisions

🛠️ Skills Demonstrated

Customer segmentation design
Churn and retention modeling visualization
Marketing attribution alignment with behavior
KPI storytelling for the customer lifecycle
Interactive Tableau dashboard layout
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Posted Apr 18, 2025

Developed a Tableau dashboard for CRM insights on customer value and retention.

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