How to build a successful customer lifetime value program

Customer lifetime value has long been a mainstay concept in marketing – as economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers.

Customer retention

This article is part of a series of articles from the WARC Guide to customer retention. Read more.

Customer lifetime value has long been a mainstay concept in marketing. As economies move closer towards service-based models that are digitally driven, companies increasingly derive revenue from the creation and maintenance of long-term relationships with their customers. In today’s competitive markets, customers are making decisions based on a variety of triggers and providing firms larger number of inputs about their relationship.

As customer experience, behaviour and purchase data become more widespread, it is key for marketing analytics professionals...

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