Best Practice Report

Make Customer Lifetime Value Your Polaris For Long-Term Growth

This Customer-Obsessed Metric Brightens The Path To Profitability

August 2nd, 2021
With contributors:
Srividya Sridharan , Jeremy Vale , Aldila Yunus , Diane Lynch


Customer lifetime value (CLV) isn’t new, but it’s gaining traction as customer insights (CI) and digital business professionals seek to maximize efficiency, demonstrate economic value, and leverage advances in data management for strategic purposes like customer experience improvement. CLV plays a highly strategic role in helping firms achieve organizational alignment, make important strategic business decisions, and pivot toward becoming customer-obsessed. Firms can apply CLV at tactical levels as well, boosting margins by enabling them to make investment decisions that they balance against potential return. Digital business pros should read this report to understand how CLV can be a unifying metric in the profitability path.

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