Lifetime Customer Value (LCV) is a prediction of the total revenue a business can expect from a single customer account. It considers a customer's revenue value and compares that number to the company's predicted customer lifespan. Businesses use this metric to identify significant customer segments that are the most valuable over time.
LCV is used widely across different industries and is especially relevant in businesses where customer acquisition is costly. Companies use it to determine how much they are willing to spend to acquire new customers and retain existing ones. It helps in making strategic decisions about sales, marketing, product development, and customer support.
For instance, if a company knows that a customer segment brings them a high LCV, they might invest more in satisfying those customers. They could also use it to segment their market and personalize their communication to different customer groups.
Lifetime Customer Value represents the total revenue a company can expect from a single customer over the lifetime of their business relationship.
LCV is calculated by multiplying the customer value (average purchase value times average purchase frequency) by the average customer lifespan.
LCV is important because it helps businesses understand the economic value a customer brings over their lifetime, enabling them to make informed decisions about their sales and marketing strategies.
Software like Google Analytics, Kissmetrics, and Customer Lifetime Value Calculator can help businesses calculate and track their LCV.
Understanding LCV can help businesses better allocate their marketing and sales resources, improve customer retention strategies, and increase profitability.
In conclusion, Lifetime Customer Value is a crucial metric that businesses can use to measure the profitability of their customers over the long term. By understanding LCV, companies can make strategic decisions to maximize their profits.