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HomeGlossary
Customer lifetime value (CLV)

Customer lifetime value (CLV)

What is Customer lifetime value (CLV)?

Customer Lifetime Value (CLV): A prediction of the net profit attributed to the entire future relationship with a customer.

Introduction: Customer Lifetime Value (CLV) is a forecast of the total value your business can expect to earn from a customer throughout the entire business relationship. Calculating CLV helps businesses develop strategies that focus on long-term customer engagement, profitability, and loyalty. By understanding the CLV, companies can make informed decisions about how much to invest in customer acquisition and retention. It's a crucial metric for subscription-based models, e-commerce, and any business model that relies on repeat customer transactions.

Calculating CLV:

CLV=Average Value of a Sale×Number of Repeat Transactions×Average Retention Time

Strategies to Increase CLV:

  • Enhancing Customer Experience: Providing exceptional service and support to improve satisfaction and loyalty.
  • Personalization: Tailoring marketing messages, offers, and product recommendations to individual customer preferences.
  • Loyalty Programs: Rewarding repeat purchases and long-term engagement to encourage ongoing business.

Benefits of Focusing on CLV:

  • Identifies the most profitable customer segments.
  • Informs strategic decisions on customer acquisition and retention investments.
  • Encourages a shift from short-term transactions to long-term customer relationships.

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