Best Practices For Aligning CX And Marketing Metrics With Customer Lifetime Value

Digital teams, marketing executives, and customer experience (CX) leaders who can’t prove the business value of their investments run the risk of budget cuts and program termination. Customer lifetime value (CLV) is a robust financial methodology that can enable them to demonstrate how their work directly contributes to the long-term value of an organization. To leverage it, they first need to map disconnected customer metrics to CLV parameters like revenue, survival, and acquisition and servicing costs. This report explains how marketers and CX leaders can align their measurement frameworks with CLV calculations to show business impact.