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Identify your Best Customers
Why calculate Customer Lifetime Value?
Determining CLV the right way is the key to identifying best customers
CLV is a forward-looking, predictive measurement that is calculated by modelling and projecting the following:
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How long the customer relationship lasted (for churned customers) or is likely to last (for active and future customers)
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Number of transactions
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Value of the transactions
- Peter Fader, “The Customer Centricity Handbook
Calculating CLV to find your Best Customers
Determining CLV the right way is the key to identifying Best Customers
Want to know how CLV is calculated and the details of the modelling? Click the button below.
Step 1
Calculate CLV for every customer
Step 2
Chart the CLVs of all customers
Step 3
Sort the customers by CLVs - High to low
Step 4
Create specific experiences for the best customers
Decoding the Best Customer Genome
Once you have calculated the Customer Lifetime Value, it's time to move on to BCG.
- Peter Fader, “The Customer Centricity Handbook
CLV is purely derived out of transactional data. But what drives these transactions? That's what BCG strives to understand.
To arrive at BCG, you collect data at every touchpoint and uses AI/ML models to keep learning customer behaviour by looking for patterns.
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Use data points like:
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Identification: Number, Email, Cookie, Device ID
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Web, app behavioural data
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Demographic data either given by the customer or deduced by actions
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Offline interactions
Creating a powerhouse!
Individually, both metrics are powerful.
Together, though, Customer Lifetime Value and Best Customer Genome can be magic.
Growing revenues
Identify, retain and develop the BEST. Nudge some from REST to BEST. Acquire NEXT.

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