Knowing Your Customer’s Worth

COMO Marketing knows the lifetime value of a customer.

Measuring the lifetime value of a customer (LTV) may sound complex, but it’s like figuring out the value of a good friendship – you look at how much joy and benefit it brings over time. In the business world, LTV is crucial for understanding how valuable each customer is throughout their journey with your company…and for deciding how much you’re willing to invest in marketing to acquire them. Here’s a casual breakdown of how to measure it: 

1. Know Your Customer

Just like in any relationship, you need to get to know your customer first. Gather data on their buying habits, preferences, and how long they’ve been doing business with you. It’s like remembering your friend’s favorite food and how long you’ve known each other. 

2. Add Up Their Purchases

Calculate the total amount a customer spends with your business. This includes all purchases, big and small, over time. Think of it as adding up all the times your friend treated you to coffee or dinner.  

3. Count Their Visits

How often do they come back? Count how many times they make purchases. If they visit your store or website frequently, it’s like your friend who calls or meets up with you regularly.  

4. Calculate Average Purchase Value

Find the average amount they spend per purchase. Divide the total purchase amount by the number of times they’ve bought from you. This shows if they’re more into buying just a little or splurging. It’s like figuring out if your friend prefers casual outings or extravagant dinners. 

5. Estimate Their Lifespan as a Customer

Predict how long this customer will stick around. This is like guessing how many more years you and your friend will stay in touch. Longer relationships can mean more value. 

6. Don’t Forget About Costs

Just like managing your own budget, consider what it costs to keep this customer. Include marketing, advertising, and customer service expenses. If it’s too costly to maintain the relationship, it might not be as valuable as you thought. 

7. Discount Future Money

Money today is worth more than the same amount in the future. Apply a discount rate to future earnings to account for this. It’s like recognizing that getting $100 today is better than getting it a year from now. 

8. Add It All Up

Now, it’s time to do some math. Multiply the average purchase value by the number of purchases and then by the estimated lifespan of your customer. Don’t forget to subtract the costs. This will give you a rough idea of their LTV. 

LTV = (Average Purchase Value × Number of Purchases × Estimated Lifespan) – Costs 

By following these steps, you’ll have a casual estimate of how valuable your customer is to your business. Just like in a friendship, some might be more valuable than others. If their LTV is high, you’ll want to nurture and maintain that relationship. On the other hand, if it’s low, it might be time to reconsider your strategy or focus on attracting new, potentially more valuable customers. 

In the end, measuring LTV helps you understand the impact of each customer on your business’s success. It’s like recognizing the difference between a friend you meet once and one you cherish for a lifetime – both are valuable, but one may bring more joy and benefit in the long run.