What does customer lifetime value (CLV) estimate?

Customer lifetime value (CLV) is a crucial metric that estimates the projected relationship value of a customer over the duration of their interaction with a business. It takes into account not only the immediate sales a customer may generate but also the future contributions they will make based on repeat purchases, the duration of their relationship with the company, and any additional services or products they may buy over time.

Estimating CLV helps businesses understand how much to invest in acquiring new customers and retaining existing ones. By focusing on the long-term revenue that a single customer can provide, companies can tailor their marketing and customer service strategies to enhance customer satisfaction and loyalty, ultimately leading to greater profitability. This long-term perspective contrasts with considering just a single transaction or short-term sales, which does not capture the full potential value a customer brings to the business.