Trends Report

Beyond The Butterfly Effect: Why You Need To Embrace Customer Lifetime Value

Align Marketing And CX Metrics With CLV To Measure Customer-Obsessed Growth

April 25th, 2023


Digital teams, marketing executives, and customer experience professionals intrinsically believe that their initiatives create value for both customers and the business. But many only assume downstream impact based on the unsubstantiated butterfly effect of disconnected activities and metrics. They fail to produce the requisite financial figures to prove value and return on investment. This report explains why it’s critical for marketers and CX pros to align their measurement frameworks with customer lifetime value 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.