--- title: "Customer Overview" description: "Analyze customer behavior, retention, and lifetime value to spot churn early and identify your most valuable buyers." url: https://www.corgilabs.ai/docs/corgi-intelligence/customer-overview updated: 2026-07-08 --- # Customer Overview The Customer Overview page in Corgi Intelligence gives you a single place to analyze how your customers buy, how often they come back, and which ones drive the most value. Use it to spot retention problems early, identify your best customers, and decide where to invest in acquisition or loyalty. --- ## What you will see The page contains four sections: 1. A combined **acquisition, retention, and churn chart** 1. Your **repeat purchase rate** 1. **Customer lifetime value (CLV)** 1. A **top frequent customers** table Data comes from your connected Stripe account. Metrics update as new transactions are processed. --- ## Customer acquisition, retention, and churn The main chart shows four metrics over time so you can see the relationship between bringing in new customers and keeping existing ones. ### Metrics in the chart | Metric | What it means | |---|---| | **Total Customers** | The number of unique customers who made a purchase during the selected period. | | **New Customers** | First-time buyers who had no prior transactions. | | **Returning Customers** | Buyers who made at least one previous purchase. | | **Churn Rate** | The percentage of customers who purchased in the previous period but did not return in the current period. | ### How to read the chart Look at the balance between new and returning customer areas. A healthy business usually shows steady or growing returning customer volume alongside new customer growth. Watch the churn rate line closely. If churn is rising while new customer growth stays flat, your retention is weakening. That is a signal to investigate causes, such as checkout friction, product issues, or increased payment failures. If returning customers are growing but new customers are shrinking, you may be over-relying on existing buyers. That works in the short term, but it limits long-term growth. --- ## Repeat Purchase Rate The repeat purchase rate shows the percentage of your customers who have made 2 or more purchases. It is a direct measure of loyalty. A higher repeat purchase rate usually means two things: - Your product or service matches what buyers want (strong product-market fit). - Your retention efforts, such as email campaigns or loyalty programs, are working. A low or falling rate suggests customers are not finding enough reason to come back. That could be a pricing issue, a competitive alternative, or a poor post-purchase experience. --- ## Customer Lifetime Value (CLV) Customer lifetime value shows the average total revenue each customer generates across their entire relationship with your business. Use this number to answer practical questions: - **How much can I spend to acquire a customer?** If your CLV is $500 and your target payback period is 6 months, you know your ceiling for customer acquisition cost (CAC). - **Should I invest more in retention?** Compare CLV for customers who joined 12 months ago versus 3 months ago. If newer customers have lower projected CLV, retention investment may be more efficient than acquisition spending. - **Which segments are most valuable?** CLV varies by customer type, channel, or cohort. Use it to double down on the segments that generate the most long-term revenue. CLV is calculated from all historical transaction data available in your Stripe account, so it becomes more accurate as you accumulate more purchase history. --- ## Top Frequent Customers The top frequent customers table lists your most active buyers, ranked by purchase volume and filtered to surface customers with fewer disputes. For each customer, you can see: | Column | What it shows | |---|---| | **Customer name and email** | The identifier from Stripe. | | **Purchases** | Total number of completed transactions. | | **Disputes** | Number of payment disputes initiated by this customer. | | **Total Spent** | Cumulative revenue from this customer. | | **Avg. Order** | Average transaction value. | | **Last Purchase** | Date of the most recent transaction. | ### What to do with this data **Identify VIPs.** Customers with high total spent, frequent purchases, and low dispute counts are your best candidates for loyalty programs, early access offers, or personalized outreach. **Spot warning signs.** A customer with high purchase volume but rising disputes may indicate a problem: confusion about billing, product quality issues, or a payment method that is being tested by a fraudster. Investigate before the pattern escalates. **Plan retention campaigns.** Customers whose last purchase date is growing stale but who have high historical value are ideal targets for win-back campaigns. --- ## Putting the data together The four sections work best when you cross-reference them. For example: - If your churn rate is rising, check your **authorization rate** and **dispute volume** in other Corgi Intelligence reports. Payment friction and disputes are common causes of attrition. - If your **repeat purchase rate** is falling but **CLV** is stable, your remaining repeat buyers may be spending more per order. That shifts the problem from frequency to acquisition. - If a customer shows up in the **top frequent customers** table with a rising dispute count, that is a red flag even if total purchases look strong. --- ## Data and availability Customer Overview data is drawn directly from your Stripe transaction feed. There is no additional setup required beyond your standard Stripe integration. Metrics reflect the date range selected in the time picker at the top of the page. Historical depth depends on how far back your Stripe data extends; Corgi Intelligence uses all available transaction history for CLV and repeat purchase calculations.