Lifetime customer value (LCV) is a measure of the total value that a customer will bring to a business over the course of their relationship with the company. This value is determined by considering the amount of money that the customer is likely to spend over the course of their lifetime, as well as the profitability of their purchases and the overall cost of acquiring and retaining the customer. LCV is an important metric for businesses because it can help them understand the long-term value of their customers and make strategic decisions about how to best allocate their marketing and sales resources. By focusing on customers with a high LCV, businesses can maximize their profits and grow over the long term.
here are many different ways to calculate lifetime customer value, and the specific approach that a business uses will depend on its unique circumstances and goals. In general, though, the LCV of a customer can be calculated by adding up the projected value of all of the purchases that the customer is expected to make over the course of their lifetime, minus the costs associated with acquiring and retaining the customer.
Here is an example of how LCV might be calculated:
- A customer is expected to make 10 purchases from a business over the course of their lifetime, with each purchase being worth $100.
- The cost of acquiring the customer was $50.
- The cost of retaining the customer, such as through loyalty programs or other forms of customer service, is $10 per year.
In this example, the LCV of the customer would be calculated as follows:
(10 purchases * $100 per purchase) – ($50 acquisition cost + ($10 retention cost * 10 years)) = $900
This means that over the course of their lifetime, this customer is expected to bring $900 in value to the business.
Once the LCV of a customer has been calculated, it can be used in a variety of ways by a business. For example, a business might use LCV to:
- Determine which customers are most valuable and allocate marketing resources accordingly.
- Set pricing and discounting strategies based on a customer’s LCV.
- Prioritize customer service and support efforts for customers with a high LCV.
- Develop long-term growth strategies based on the overall LCV of the customer base.
Overall, LCV is a useful metric for businesses because it helps them understand the long-term value of their customers and make strategic decisions to maximize that value.