Now more than ever, businesses have access to enormous data sets that include their customer transactions, demographic data and more. But simply storing the data does not mean the data is useful. How do organizations transform this data into a valuable business asset? Our project sponsor, Full Circle, the largest farm-to-customer organic produce and delivery service in the Pacific Northwest, asked us to develop a comprehensive assessment of customer retention by analyzing information available in their databases and marketing surveys. We used qualitative and quantitative research methods paired with design techniques to explore customer sentiment, analyze target audiences, identify independent variables significant to retention, and recommend prescriptive actions. Keeping customers is critical to the mission of Full Circle. Our analysis of customer purchasing behaviors and survey preferences led to actionable intelligence to improve customer retention by pinpointing how Full Circle better fulfill customer needs and expectations.