Best Practice Report

Make Customer Lifetime Value Your Polaris For Long-Term Growth

This Customer-Obsessed Metric Brightens The Path To Profitability

March 14th, 2023
With contributors:
Aaron Katz , Evan Megan , Jen Barton


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

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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.