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Customer Lifetime Value (CLV)

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May 14, 2024 3 minute read
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Customer Lifetime Value (CLV) is a metric that measures the total value of a customer over the course of their relationship with a business. It is a critical metric for businesses of all sizes, as it can help them to identify their most valuable customers and tailor their marketing and sales efforts accordingly.

Understanding CLV

CLV is calculated by taking the average revenue generated by a customer over their lifetime and subtracting the cost of acquiring and serving that customer. This can be a complex calculation, but there are a number of different methods that can be used to estimate CLV.

Path to Customer Lifetime Value (CLV)

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We've curated one courses to help you on your path to Customer Lifetime Value (CLV). Use these to develop your skills, build background knowledge, and put what you learn to practice.
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Reading list

We've selected nine books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Customer Lifetime Value (CLV).
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The Customer Centricity Playbook
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Provides a comprehensive overview of the concept of customer lifetime value (CLV), including its calculation methods and applications. It is written by three leading experts in the field and is considered one of the most authoritative books on the subject.
The Customer Centricity Playbook: Implement a...
Paperback
$$
The Customer Centricity Ebook Collection (3 Books):...
Kindle Edition
$$
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The Customer-Base Audit
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In Chinese translation of the comprehensive book on CLV by Fader, Hardie, and Chandon. It provides a detailed overview of CLV, covering the theoretical foundations, practical applications, and advanced techniques for measuring and managing CLV.
The Customer-Base Audit: The First Step on the...
Paperback
$$
The Customer Centricity Ebook Collection (3 Books):...
Kindle Edition
$$
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The Ultimate Question 2.0
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This classic book on CLV introduces the concept of the Net Promoter Score (NPS) as a measure of customer satisfaction and loyalty. It provides insights into how NPS can be used to improve customer retention and increase CLV.
The Ultimate Question 2.0 (Revised and Expanded...
Hardcover
$$
The Ultimate Question 2.0: How Net Promoter...
Audio CD
$$
The Ultimate Question 2.0 (Revised and Expanded...
Kindle Edition
$$
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Managing Customer Relationships
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On customer-centric marketing includes a chapter on CLV. It provides insights into how CLV can be used to build long-term relationships with customers and increase customer loyalty.
Managing Customer Experience and Relationships: A...
Hardcover
$$$
Managing Customer Relationships: A Strategic...
Hardcover
$$
Managing Customer Experience and Relationships: A...
Kindle Edition
$$$
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The Loyalty Effect
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On customer loyalty includes a section on CLV. It discusses how CLV can be used to measure the impact of loyalty programs and improve customer retention.
The Loyalty Effect: The Hidden Force Behind Growth,...
Hardcover
$$
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Data-Driven Marketing
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On data-driven marketing includes a chapter on CLV. It provides a practical guide to calculating CLV and using it to improve marketing ROI.
Data-Driven Marketing: The 15 Metrics Everyone in...
Hardcover
$$
Data-Driven Marketing: The 15 Metrics Everyone in...
Kindle Edition
$$
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