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Customer Lifetime Value is one of the most significant metrics. It provides long-term visibility of how customers are generating value and, more specifically, profit for a business. In simple words, the longer the customer stays with your brand, the more they buy from it. Customers or a customer base with higher CLV for your products, services, and/or brands will generate more profit. Therefore, concentrating marketing and customer service efforts on these sections of customers can significantly benefit your business. Include all customer-centric elements in business and your business process management companyin identifying CLV and engaging CLV-based strategies for financial viability and growth.

How should CLV be Calculated?

Depending on the complexity of your company and the depth of the data, the method for calculating CLV might be either simple or quite complicated. Fundamentally, you may compute CLV using the following formula:

The Average Purchase Value is multiplied by the Average Purchase Frequency times, and the product is multiplied again by the Average Customer Lifespan. The final product is equal to the Customer’s Lifetime Value or CLV.

CLV = (Average Purchase Value) x (Average Purchase Frequency) x (Average Customer Lifespan)

We will examine each element of this formula in more detail, as well as how to improve and expedite the CLV calculation process in the next sections with its impact and utility in different operations in a business and a business process management company. Let’s review different elements impacting customer life value and their role in overall business financial performance and growth.

Crucial Elements Impacting CLV

Let’s explore the key elements influencing the Customer Lifetime Value (CLV) landscape. These elements function as the machine’s cogs or building components, influencing how CLV is calculated and utilized in business operations in a business organization and a business process management company. Remember, every one of them has a distinct impact on the total CLV of your company.

Cost of Customer Acquisition (CAC)

The first component of CLV is the customer acquisition cost (CAC). Consider it the cost of getting into the realm of customer interactions. The cost of acquiring a fresh customer, including marketing costs and sales personnel compensation, is represented as CAC. A high CAC indicates that you may need to make more investments to attract new customers, which means it could take longer for you to turn a profit. On the other hand, a low cost of acquisition (CAC) may seem like a quick route to success, but bear in mind that retaining customers over time is just as important as acquiring new ones.

Average Purchase Value

Once customers enter your store, you should know their Average Purchase Value (APV). When a customer purchases a stack of novels, the total bill is what matters if you own a bookshop. In order to increase your APV, you must persuade consumers to spend more time and explore more with each of their visits. It could be difficult to resist a few extra novels in this instance. A business process management company with its CX services can boost CAC and APV by influencing customers positively.

Average Frequency of Purchases

Consider Average Purchase Frequency (APF) as the cadence of your contact with customers. APF measures the frequency of a customer’s purchases. It is the number of times a consumer refreshes their clothing collection in a year when they own an online apparel business. Creating a flawless shopping experience, being at the forefront of your customer’s minds, and offering a strong incentive to purchase often are all necessary to increase APF. A business process management companycan play a critical role in all these activities.

Customer Attrition Rate

Are you curious how to get the customer lifetime value (CLV) from the churn rate? The customer churn rate is the pace at which consumers discontinue or stop interacting with your business in any form. For instance, this is the portion of your customer base that cancels their memberships every month if your firm is a subscription-based business. Since keeping customers is frequently more cost-effective than obtaining new ones over time, reducing churn is essential for increasing CLV. Engage call center outsourcing in the USA or offshore can help identify the reason for customer churn and help retain them for longer by reducing the attrition rate.

Retention of Customers

Finally, Let’s discuss Customer Retention, the CLV safety net that keeps customers from vanishing. Customer retention aims to keep your current customers happy and engaged so they return for more. It is what separates a one-time purchase from a lifelong relationship. Enhancing the retention of customers and, consequently, CLV requires implementing strategies such as loyalty programs, superior customer service, and customized experiences; a business process management company is an indispensable part of these endeavors.


Understanding and using customer lifetime value in different business aspects will enrich businesses. It will also make any initiative for customers more effective and result-oriented as businesses can take a more targeted approach to any activities involving customers. So, a business and a business process management companymust adopt CLV in their strategic activities to increase their financial gain and business success.


By Admin

One thought on “Understanding How to Compute Customer Lifetime Value or CLV and the Critical Elements Impacting It”
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