Customer lifetime value (CLV) allows companies to predict the future profitability of their customers, yet firms struggle to calculate it. This report gives business leaders a foundational understanding of how to calculate this elusive metric. The accompanying CLV Template is an Excel model you can use to get hands-on experience in calculating CLV for one customer as a way to understand how this metric works. It walks you through a series of steps to identify the right CLV approach for your business and allows you to input data to predict the future profitability of one customer over the next five years.