Customer Lifetime Value (short: CLV) is a Key Performance Indicator (KPI) that shows a customer’s value regarding his current and also prospective expected buying behaviour as an average value.
As a rule the customer lifetime value is identified as total revenues of this customer reduced by total costs for this customer (acquisition but also recent customer support and costs for building a customer relationship), discounted on current time.

See also (glossary Key Performance Indicator (KPIs)):


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