As marketers, we have heard about it for years: It is important to understand the total value of your customers over the “lifetime” of their relationship with your brand, product or service. Makes sense, right? Why would you not want to understand the total impact a loyal customer can have on your acquisition and retention efforts based on this calculation? However, a great number of marketers we speak to still overlook future revenue opportunities by not recognizing the true lifetime value of current customers. Even though quite a number of companies can recognize differences among customers’ loyalty over a lifetime, they are often unable to quantify or act on those differences.
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