Customer lifetime value refers to the total amount of money a customer is likely to spend on products or services from the company through his lifespan. Businesses require CLV to develop strategies regarding their investments. If, for example, a company has a high CLV, it should better consider investing in acquiring new customers.
For example, a CLV of an iPhone owner can be 35000$ if he is satisfied with the product and will continue buying newer models in the future. In this case, it is good to try maintaining relationships with this customer due to the potential profit he can bring to the company. On the other hand, if the client’s CLV is 500$ it won’t be profitable to maintain relationships with him.
CLV is calculated by multiplying the average value of purchase with the number of times the customer will buy each year and an average length of the customer relationship (in years).
CLV plays an important role for companies in terms of decision making:
It is much easier to sell products to the existing customer, with whom the business already has sustainable relationships, than looking for a new customer. That’s why it is a good practice to use different techniques to maintain good customer relationships. Here are some of them:
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