Best Practice Report

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

Measure Customer-Obsessed Growth To Prove Business Value

June 16th, 2023
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Martin Gill , Brandon Purcell , Maxie Schmidt , Jana Gül , Tina Moffett , Demi Starks

Summary

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.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.