What does customer lifetime value (CLV) represent for a business?

Customer lifetime value (CLV) is a crucial metric for businesses as it estimates the total revenue a business can expect from a single customer throughout their relationship. This means it encompasses the projected financial contribution of that customer across all transactions throughout their engagement with the business. By understanding CLV, companies can identify how much they should invest in acquiring and retaining customers, as well as how to tailor marketing strategies to maximize this value over time.

Knowing the CLV helps businesses make informed decisions about customer acquisition costs, marketing budgets, and long-term strategic planning. It emphasizes the importance of customer retention and the need to create positive experiences that encourage repeat business and loyalty, ultimately influencing profitability. Therefore, this metric provides a comprehensive view of a customer's worth, beyond just their first purchase, into a broader business strategy focused on long-term relationships.