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What is the customer lifetime value(CLV) and how to increase it?

Customers are undoubtedly the most valuable asset for businesses of all sizes. Its duration is as important as the number of customers it has. This is where customer lifetime value comes into play, as well as some tips that every company should learn as soon as possible.

what is the customer lifetime value(CLV)?


They are the customers who can claim the brand's existence for the rest of their lives. It is defined as the lifetime value of a customer. To clarify, customer lifetime value exists when the lifetime income of any customer to your business is more profitable than the effort you make to retain that customer. We can also define it as gaining a customer's lifetime brand loyalty through various and variable strategies.

What are the important points of customer lifetime value?


- CLV allows any business to calculate the average income of its customers as a result of its relationship with all of its customers.

- Compare your customer acquisition costs to your CLV. Following that, the result can numerically present you with the customer's profitability and the growth potential of your brand.

- At the end of customer interaction and loyalty, each customer can be assigned to a different segment. When these segments are compared to the CLV, a roadmap of what is good and what should be developed in the company can be created.

Why is the customer lifetime value(CLV) important?


1. ​​If you don't measure it, you can't improve it. CLV calculations can also provide useful information in this area.

As a result of the calculation, you can evaluate each component in solitary. In which areas will you implement financial difficulties? Which areas will have a higher level of income? You can clear your mind of all that.

2. It is directly related to the expenses you will incur to gain customers.

3. CLV will help you keep existing customers and gain new ones for your business.

4. CLV measurements don't just tell you how much money you make. It also tells the expenses you incurred for this profit, including your personnel expenses, advertising work, and so on.

There is a risk of under or over-spending without these measurements. Because of these risks, your expenses are carried out unplanned and without estimation.

How to calculate the customer lifetime value?


Successful businesses that focus on customer lifetime value expect at least 20% of their connected customer base to generate 80% of their sales. To meet this expectation, they use a variety of sales strategies.

As a result, they frequently prefer to focus other significant expenses, particularly advertising, on increasing customer lifetime value.

Let’s see an example:

1.To gain new customers, there are expenses you make such as marketing, advertising, and other implies. You spent 1000 dollars on expenses and received 5 customers as a result. A simple math calculation would show that the cost of acquiring a customer is CAC 200 dollars.

2.A simple math calculation would show that the cost of acquiring a customer (CAC) is 200 dollars. Any one of these five customers spends 250 dollars on you each year and continues to do so for four years. As a result, the CLV for only this customer is 1000 dollars. However, because you spent 200 dollars to acquire this customer, the CLV provided by this customer will be 800 dollars.

Although it may seem as a complex calculation to most people, when explained with an example, it is quite simple. Customer lifetime value should be considered essential for businesses because it provides these figures very clearly.

Why you should use CLV for your business?


Customers who are constantly interacting with multiple channels, particularly mobile, want to keep their loyalty for a lifetime. Of course, the quality of the products or services you provide plays a role in the development of this situation. However, you can increase customer value through other investments.

Let's go over some of the reasons why you should use CLV:

- Because CLV is focused on retaining existing customers, the amounts you will earn will be significantly higher. Furthermore, when comparing revenue, the profit generated by a new customer will be lower than that generated by an existing customer.

- It makes a way for further brand value and awareness growth. In fact, your brand becomes more popular among other family members over time, even across generations.

- Your brand becomes more popular among other family members over time, even across generations. It is not only about spending money to promote your brand to new customers and ensure their loyalty. You will also require some time for them to believe in your brand and make purchases.

- However, it is a situation in which you will not expend much effort on the loyal customers who have been added to your structure. A specific CLV calculation will reveal which customer base generates the most revenue. Special campaigns and promotions tailored to this demographic will significantly boost your sales.


Customer lifetime value contains a variety of factors critical to a company's success, such as customer retention, satisfaction, and brand loyalty. Companies can increase their CLV and reap the financial benefits of repeat customers by focusing on these elements.

This not only ensures a consistent income stream, but it also allows businesses to grow more independently of advertising costs, which can be significant for many businesses.

As a result, organizations must prioritize customer satisfaction and loyalty in their business strategy in order to maximize CLV and achieve long-term success.

If you would like to learn more about CLV and Cloud4Feed’s solutions, please reach out to us and let’s talk about how we can help you!

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