As a business leader, you know how important customer loyalty is for your bottom line.

Understanding your customer lifetime value (CLV) is key to maintaining the relationships that will help you achieve long-term success.

But what exactly is customer lifetime value?

Customer lifetime value is the total revenue you make from a customer. It can be expressed as a unique amount per customer, or as an average across a segment or group of customers.

Let’s explore what customer lifetime value is in a bit more detail and how it can help you make better decisions for your business.

What Is Customer Lifetime Value?

Customer lifetime value (CLV) is an important metric for businesses to understand and measure because it helps them identify the monetary value of their customers over time.

CLV measures the total amount of money a customer spends with a company during their relationship with the business.

CLV takes into account all factors such as purchase frequency, average order size, and customer retention rate.

Customer lifetime value is a critically important metric to track as it can tell you what the most likely return on investment will be when acquiring new customers.‍

The Benefits of Measuring Customer Lifetime Value

Measuring CLV allows businesses to better understand their customers’ needs and wants over time by measuring changes in spending behavior.

Knowing this information helps businesses make more informed decisions when it comes to marketing strategies and product development, which can ultimately lead to increased profits.

Businesses can also use CLV data to create targeted campaigns that are specifically designed to retain existing customers or attract new ones.

This data can help businesses measure the effectiveness of their marketing efforts and make necessary adjustments accordingly.

How To Calculate Customer Lifetime Value

Calculating CLV requires collecting data from customers over time—including purchase history, customer satisfaction surveys, etc.—and using this data to calculate an average customer lifetime value (ACLV).

Average customer lifetime value can then be used in conjunction with other metrics like acquisition costs and retention costs in order to calculate actual CLV figures that give more accurate insights into customer trends.

Additionally, businesses can use predictive analytics models to forecast where they expect their future revenues from existing customers will come from.

Platforms like HubSpot and Salesforce help you calculate these with their out of the box solutions.


Understanding your customer lifetime value (CLV) is essential for any business looking to maintain loyal relationships with its customers over time.

Measuring CLV helps businesses make more informed decisions when it comes to marketing strategies and product development, which can result in increased profits.


Additionally, utilising predictive analytics models gives companies insight into where they expect future revenue from existing customers will come from.

By incorporating these techniques into your business strategy today, you are sure reap rewards well into the future!