Businesses are always about customers. A business grows with the growth in its customer base. Now there are two ways for that:
- Acquiring new customers
- Retaining existing clients which is nothing but increasing their lifetime value
Customer lifetime value is usually defined as the total amount of money a customer is expected to pay in a business during their lifetime. This indeed helps a company in determining many crucial economic decisions that include marketing budget, profitability and forecasting. This life-time value is a prognostication of the net profit contributed to the whole future relationship with a customer.
It is an important part of a business, especially e-commerce, to build trust with the customers. The higher the number, the greater is the profit. You’ll generally need to spend money to procure new clients and to hold existing ones, however the former costs fivefold the amount. When you know your customer’s lifetime value, you can improve it.
How do we calculate CLV?
The general formula for estimating Customer Lifetime Value (CLV) is the average order total multiplied by an average number of purchases in a year multiplied by average retention time in a year. This gives the average lifetime value of a client dependent on existing information. This data can be utilized with information from certain segments to more readily target retention and promotional endeavors. It likewise gives an information highlight use during customer segmentation.
A few organizations determine lifetime value using the genuine measure of cash a client has spent. A popular option is to compute the lifetime value dependent on margins to arrive at gross figures. This is regularly done by sorting out the average margin on products/services and adjusting the order totals appropriately. This gives a more precise lifetime value according to profits.
CLV is usually calculated based on historical data, over a particular time period, however it can also be predictive. Predictive CLV is the most remarkable approach to not just comprehend what a client is worth to you now, yet additionally, perceive how their worth will change over the long run.
Hence, to determine predictive CLV a set of steps need to be considered to get great results:
- An appropriate time frame must be defined to calculate CLV
- Certain parameters must be identified based on the type of business to predict future
- Calculate the lifetime value to train the machine learning model
- Build and run the model
- Supervise the model results based on the parameters decided.
A high CLV means every client will get more income for your organization. Since every
customer turns out to be more significant, it implies your organization can bear to spend more to gain new clients and hold the current ones. So, there are certain ways that can be followed to increase CLV, a few of them are:
- To ensure sustainable growth, the on-boarding needs to be effective as here the customer engages with the product/service. Hence, laying a solid foundation will definitely yield greater trust between the company and the customer. Afterall, Rome wasn’t built in a day.
- Email marketing is something that is popular these days for retaining customers. Providing value added content such as monthly analysis of their business, showing the before and after effect, this will help them in understanding the value that you’ve added to their business. Also, you may share about any new developments that can be beneficial to their business, followed by the personalized actionable feedback!
- Understanding the channels customers use to reach out to the support (facebook/twitter/instagram, etc), will help you in solving their queries actively, as this plays a vital role in creating a positive impact on the customer. Monitoring social media channels regularly will bring the customers more closer to the business, as they would expect faster response on these platforms, providing 24*7 support is indeed essential.
- Providing temporary offers or upgrades will trigger the curiosity in customers’ minds. Perhaps organizing “members only” campaigns will bring attention to the existing ones.
- A dunning management system is a solution that consequently retries a bombed installment or terminated Mastercard and sends a dribble of reestablishment notices to clients whenever a charge to their Mastercard is declined. It ends up being critical for any subscription business, forestalling disappointment and irritation-driven customer churn.
Presently, comprehend that the more you put off monitoring CLV, the more it will take to understand which of your marketing efforts drive customer reliability and increase overall revenue. This implies fewer essential advertising campaigns, less enabled marketers in your group, and ultimately less revenue to your brand.
In E-commerce, the likelihood of selling to an existing customer is around 60-70%. However, the probability of selling to a new customer goes from 5-20%. Moreover, returning clients spend an average of 67% more than first-time customers. Knowing to focus on recurrent clients—as well as getting one-time customers to make another buy—makes room for focusing your marketing technique on these segments to drive CLV. At the point when you compute your brand’s CLV, it’s simpler to see and segment your most high-value customers, allowing you to target them with special campaigns intended to increase their loyalty —and their by and large spend.
Essentially, happy customers are a goldmine to your business as they’ll be your loyal customers who would be associated with fascinating benefits. That’s why you must not just work towards earning from your customers but also look forward to making them happy.
