What is it?

Customer Lifetime Value (CLV) estimates the total value a customer is expected to generate over the duration of their relationship with a business.

CLV is used to guide acquisition and retention strategies.

Examples in Action

• Evaluating acquisition channel quality
  
• Prioritising retention initiatives
  
• Segmenting high-value customers
  
• Informing pricing or loyalty strategies
  

Typical Outcomes / Results

• Better long-term growth decisions
  
• Improved acquisition efficiency
  
• Stronger focus on retention
  
• Clearer understanding of customer value
  

This definition reflects standard customer value measurement practices.