# The Value Narrative – Integrating Value & Improving Engagement Across the Customer Lifecycle

By  
Karen Chiang & Rashaqa Rahman  
December 17, 2024

Karen and Rashaqa will lead an in-depth session on _Measuring Value and its Impact on Customer Engagement – Part 2_. In [Part 1](https://vimeo.com/1020314612), they introduced the **Value Cycle** framework and shared strategies for fostering a value-based culture. This session will build on those concepts, focusing on how value serves as a continuous narrative for maximizing customer lifetime value.

A few discrete topics that Karen and Rashaqa will cover include:

- Understanding your audience and their unique needs
- Positioning value effectively throughout the customer journey
- Identifying where the Value Cycle resonates most
- Bringing together the value model, packaging, pricing and the value story

By the end, you’ll clearly understand how to apply the Value Cycle framework to enhance your customer journey map.

PeakSpan Master Class: The Value Narrative – Integrating Value & Improving Engagement Across the Customer Lifecycle from PeakSpan Capital on Vimeo

## About Karen Chiang & Rashaqa Rahman

While [Ibbaka](https://www.ibbaka.com/) requires no introduction, given their robust participation in our Master Class series over the years, this is a brief reminder that they are a software platform and consultancy that helps B2B SaaS companies drive growth by optimizing pricing, packaging, and customer lifetime value (CLTV).

By way of background, Karen is the Co-Founder and Chief Value Officer, and Rashaqa is a Senior Consultant.