What does customer lifetime value (CLV) predict?

Customer lifetime value (CLV) is a metric that estimates the total profit a business can expect to earn from a customer throughout their entire relationship. This predictive measure is vital for understanding long-term business value beyond the initial purchase. By assessing the future relationship with a customer, CLV helps businesses determine how much they can afford to spend on acquiring new customers and retaining existing ones.

The focus on future profitability sets CLV apart from other metrics, as it is not just about the sales from a single transaction or a specific timeframe, but rather an aggregate of projected profits over the entirety of the customer's journey with the brand. This insight informs strategic decisions around marketing investments, customer service enhancements, and retention efforts, ultimately contributing to a more sustainable business model and effective financial planning.