Improve Profitability Through Customer Lifetime Value

“Focus on your best customers.” “Go after the big fish.” “Drive greater customer profitability.” You have probably said some version of these statements to your team or have been given such mandates by your boss. And at first glance, they are all straightforward. Digging a little deeper into words like “best”, “big”, and “profitability” can be interpreted in different ways. Customer lifetime value (CLV) is a single....

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