The Key to Business Success: Improving Customer Lifetime Value


Feb 17, 2023


6 min read

Customer Lifetime Value is a crucial metric that helps businesses determine the financial value of their customers. It is a calculation that allows businesses to estimate the total amount of revenue that can be expected from a customer over the course of their entire relationship with the brand. 

Knowing your CLV enables you to make informed decisions about how much you should be investing in customer acquisition and retention efforts, as well as how to allocate your marketing budget more effectively. Despite the importance of this metric, many businesses find it challenging to calculate due to its complexity. However, with the right approach and tools, calculating your CLV can be a straightforward process that can provide a wealth of valuable insights. 

In this article, we will walk you through a step-by-step guide on how to calculate your customer lifetime value and explain how you can leverage this information to optimize your business strategy.

What is Customer Lifetime Value? 

Customer Lifetime Value is a metric that measures the total amount of money a customer is expected to spend on a company’s products or services over the course of their relationship with that company. It is an important metric for businesses as it helps them understand the value of each customer and make informed decisions about marketing, customer acquisition, and retention strategies.

Brand marketing is an important factor to consider when calculating customer lifetime value. A strong brand can increase customer loyalty, which in turn can lead to higher CLV. When customers feel a strong connection to a brand and its values, they are more likely to remain loyal to that brand and continue to make purchases over time.

Here are a few real-life examples of how CLV can be calculated and used:

  1. Subscription-based businesses: Companies that offer subscription-based services, such as streaming platforms or meal kit delivery services, can use CLV to calculate the total revenue they can expect to earn from each customer over the course of their subscription. This can help them make informed decisions about how much to spend on marketing and customer retention strategies.
  2. Retail businesses: Retail businesses can use CLV to identify their most valuable customers and create targeted marketing campaigns to retain them. For example, a clothing retailer might offer special promotions or discounts to customers who have a high CLV, as these customers are likely to make repeat purchases.
  3. Service-based businesses: Service-based businesses, such as law firms or accounting firms, can use CLV to identify which customers are most profitable and worth investing time and resources in. By focusing on customers with a high CLV, these businesses can maximize their revenue and profitability.

How to Calculate CLV?

There are different methods for calculating Customer Lifetime Value (CLV), but one common formula is:

CLV Formula

CLV = $30 x 5 x 2 = $300

This means that the expected lifetime value of this customer to your business is $300.

It’s important to note that this is just one method for calculating CLV, and other methods may be more appropriate depending on your business model and goals. Additionally, CLV is just one metric and should be considered in conjunction with other metrics to get a comprehensive understanding of your business’s performance.

How To Increase Customer Lifetime Value?

While some companies have a competitive advantage that makes them less vulnerable to disruptions by competitors, most companies do not have this advantage. Therefore, they need to find ways to improve their operations and create a positive customer experience through customized and meaningful communication that can increase customer loyalty and retention. 

These tactics can help to increase the customer lifetime value, especially for companies that do not have a strong competitive advantage.

1. Optimisation of the Onboarding 

The first interaction between a customer and a company is critical in shaping the customer’s perception of the company and their willingness to continue doing business with it. Research shows that customer churn rates are highest after just one interaction with a company, highlighting the importance of making a positive first impression.

To make a good first impression, companies should educate customers about their products and services and how they can benefit from them. This can involve providing clear and concise information about the features and benefits of the product, and addressing any questions or concerns the customer may have.

For service businesses, effective onboarding can be as simple as demonstrating a commitment to customer service and availability to address any issues the customer may have. Companies should make sure to be attentive to the needs of first-time customers, and work to alleviate any doubts or concerns they may have about their decision to purchase.

2. Making Communication Effective 

Open communication between a company and its customers is an important factor in building and maintaining strong customer relationships. By keeping the lines of communication open, companies can demonstrate that they value their customers’ opinions and feedback, and are committed to providing excellent customer service.

It helps in building customer loyalty and also increasing customer satisfaction. As it helps in the identification of areas for improvement and encourages customer advocacy. 

When companies value their customers’ opinions and feedback and work to address their needs, it facilitates strong customer relationships and helps to retain customers over time, leading to increased revenue and business growth.

3. Running Loyalty Programs 

Loyalty programs can keep your customers coming back for more, and that translates into more revenue for your business. By offering exclusive rewards, discounts, and other perks, you can create a sense of excitement and appreciation among your customers.

But it’s not just about the perks. A well-designed loyalty program can also help you build a deeper relationship with your customers. When customers feel like they’re part of a special group, they’re more likely to feel connected to your brand and develop a sense of loyalty. And that loyalty can pay off in the long run, as they continue to choose your business over competitors.

Let’s take Starbucks as an example. They have a highly successful loyalty program called “Starbucks Rewards,” which has been a key driver of their business growth.

One of the ways Starbucks Rewards helps increase CLV is by incentivizing customers to make more purchases. The program rewards customers with stars for each purchase they make, which can then be redeemed for free drinks, food, and other perks. By offering these rewards, Starbucks encourages customers to come back more frequently and spend more money, which can lead to a higher CLV.

But Starbucks Rewards isn’t just about the rewards themselves – it’s also about the sense of community and connection it creates among coffee drinkers. By giving members access to exclusive events, personalized offers, and a dedicated mobile app, Starbucks has built a loyal following of customers who feel like they’re part of a special group. This sense of community can pay off in the long run, as loyal customers become brand advocates and refer their friends and family to Starbucks.

In Conclusion 

Understanding and increasing customer lifetime value (CLV) is essential for any business looking to grow and thrive in today’s competitive market. By focusing on building long-term relationships with your customers and providing them with exceptional experiences, you can increase CLV and drive business growth. At Saffron Edge, we understand that your business needs this and more. Reach out today to touch new levels of success with us! 

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