CLV (customer lifetime value)
Σύντομη απάντηση
Total margin a customer generates across the whole relationship, not just the first order.
Βασικά συμπεράσματα
- Set how much you can spend to acquire a customer (CAC)
- Prioritise the portfolio: who deserves monthly visits and who needs a call
- Justify the retention and customer care budget
CLV = average annual gross margin × average relationship length in years. In distribution and manufacturing, where customers reorder, CLV is the metric that justifies retention effort.
How to use it
- Set how much you can spend to acquire a customer (CAC)
- Prioritise the portfolio: who deserves monthly visits and who needs a call
- Justify the retention and customer care budget
Common mistakes
- Calculating on revenue instead of margin
- Ignoring cost to serve (small drops, returns, long payment terms)
Πραγματικό παράδειγμα
A customer generating €9,000 margin a year for an average of four years is worth €36,000. Losing them in year two costs €18,000 of margin, not one order.
Ενημέρωση:
Συχνές ερωτήσεις
What data do I need?+
Order history per customer, line margin, and first and last order dates.
How do you grow CLV?+
Planned retention contact, cross-sell into uncovered categories, and lower cost to serve.
Πού ταιριάζει το CRMconnect
Θέλετε να δείτε το CRMconnect σε λειτουργία;
Εξατομικευμένο demo σε 30 λεπτά, χωρίς κάρτα, χωρίς δέσμευση.
Σχετικοί όροι
CAC (customer acquisition cost)
The average cost of winning one new customer: sales and marketing spend divided by new customers.
ΠωλήσειςChurn rate
The share of active customers who stop ordering in a given period.
ΠωλήσειςUpsell and cross-sell
Upsell sells a higher tier; cross-sell sells a category the customer does not yet buy from you.