Last updated on 2024年7月3日

How do you leverage customer lifetime value to create personalized and relevant customer experiences?

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Customer lifetime value (CLV) is a metric that estimates how much a customer will spend with your business over their entire relationship. By understanding and optimizing CLV, you can create personalized and relevant customer experiences that increase loyalty, retention, and profitability. Here are some ways to leverage CLV for your customer analysis.

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Michael Castronovo

Vice President Strategy, Enterprise Network Planning

1 Segment your customers by CLV

One of the first steps to leverage CLV is to segment your customers by their current and potential value. You can use different methods to calculate CLV, such as historical, predictive, or cohort-based. By grouping your customers into different segments, such as high-value, low-value, or at-risk, you can tailor your marketing, sales, and service strategies to each segment. For example, you can offer more incentives, discounts, or rewards to your high-value customers, or more education, support, or feedback to your low-value or at-risk customers.

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Michael Castronovo

Vice President Strategy, Enterprise Network Planning
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I believe the best way to predict how an individual customer will behave is to identify peer customers and observe their behavior. So, an important first step in CLV modeling is identifying the proper attributes that make peer or cohorts of customers.

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Mike Tamayo

Customer Experience Strategist | Going Beyond Surveys to Identify Customer Insights | Facilitating Strategy Workshops | Linking CX Initiatives with Business Outcomes
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Building on a previous contribution, I’ve used a segmentation approach where the entire customer base is ranked by decile. The ranking can be based on CLV, profitability, or in most cases revenue as that’s typically the data many organizations have. Once the ranking is complete, start with the top 20% for example, and identify any commonalities within this segment. Then jump to the bottom 20% and complete the same analysis. It’s likely you’ll find some meaningful differences in terms of types of purchases, frequency, tenure, sentiment, etc. that can potentially be used to create personalization strategies.

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2 Personalize your communication and offers

Another way to leverage CLV is to personalize your communication and offers based on your customer segments and their preferences, behaviors, and needs. You can use data from various sources, such as CRM, web analytics, surveys, or social media, to create customer profiles and personas. By using these insights, you can craft personalized messages, content, and recommendations that resonate with your customers and drive them to take action. For example, you can send personalized emails, push notifications, or SMS based on your customer's purchase history, browsing behavior, or lifecycle stage.

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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O valor da vida útil do cliente (CLV) é uma métrica crucial para empresas que desejam criar experiências personalizadas e relevantes para seus clientes. Ao entender o valor que cada cliente traz para a empresa ao longo de seu relacionamento, é possível segmentar e direcionar ofertas e comunica??es de maneira mais eficaz. Divida seus clientes em grupos com base em seu CLV. Isso permite que você personalize suas ofertas e comunica??es para cada segmento. Por exemplo, você pode oferecer descontos maiores ou frete grátis para clientes com alto CLV.

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3 Optimize your pricing and bundling

A third way to leverage CLV is to optimize your pricing and bundling strategies based on your customer segments and their willingness to pay. You can use different techniques, such as value-based pricing, dynamic pricing, or price discrimination, to adjust your prices and bundles according to your customer's perceived value, demand, or elasticity. By doing so, you can maximize your revenue, margin, and customer satisfaction. For example, you can offer different pricing tiers, subscription plans, or cross-sell and upsell opportunities based on your customer's needs, goals, or budget.

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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Use os dados do cliente para personalizar suas ofertas e comunica??es. Isso pode incluir o histórico de compras, as preferências do cliente e o comportamento online. Por exemplo, você pode recomendar produtos que o cliente provavelmente tenha interesse com base em suas compras anteriores.

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4 Enhance your loyalty and retention programs

A fourth way to leverage CLV is to enhance your loyalty and retention programs based on your customer segments and their loyalty drivers. You can use different tools, such as loyalty cards, points, cashback, or referrals, to reward your customers for their repeat purchases, referrals, or advocacy. By doing so, you can increase your customer retention, loyalty, and advocacy. For example, you can create different loyalty levels, benefits, or rewards based on your customer's CLV, frequency, or recency.

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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Certifique-se de que suas ofertas e comunica??es sejam relevantes para o cliente. Isso significa enviar mensagens que sejam interessantes e úteis para o cliente. Por exemplo, você pode enviar um e-mail com dicas de cuidados com a pele para um cliente que comprou produtos de beleza.

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5 Measure and improve your CLV

A fifth way to leverage CLV is to measure and improve your CLV over time. You can use different metrics, such as customer acquisition cost (CAC), customer retention rate (CRR), average order value (AOV), or profit margin, to monitor and evaluate your CLV performance. By doing so, you can identify and address any gaps, issues, or opportunities in your customer analysis. For example, you can test and optimize different variables, such as marketing channels, campaigns, or offers, to improve your CLV.

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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Monitore as métricas de engajamento para avaliar o sucesso de suas campanhas personalizadas. Isso pode incluir taxas de abertura de e-mail, cliques e convers?es. Use esses dados para ajustar suas campanhas e melhorar seu desempenho.

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6 Learn from your best customers

A sixth way to leverage CLV is to learn from your best customers and apply their insights to your customer analysis. You can use different methods, such as surveys, interviews, or case studies, to collect feedback and testimonials from your high-value customers. By doing so, you can understand and replicate their success factors, pain points, or best practices. For example, you can use their feedback and testimonials to improve your product, service, or value proposition, or to create more relevant and engaging customer stories.

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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Existem várias ferramentas e tecnologias disponíveis para ajudar você a aproveitar o CLV. Isso inclui plataformas de CRM, ferramentas de marketing automation e software de análise de dados.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Alexandre Anastacio

Customer Experience & Operations Consultant | Análise de Dados, Gerenciamento de Projetos e Gest?o & Gente | Entusiasta de Inteligência Artificial Generativa
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O CLV é apenas uma métrica. é importante considerar outros fatores ao tomar decis?es sobre seus clientes, como a satisfa??o do cliente e o valor do relacionamento. é importante ter uma estratégia de CLV clara e bem definida. é importante monitorar e medir o impacto de suas campanhas personalizadas.

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How do you leverage customer lifetime value to create personalized and relevant customer experiences?

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3

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1 Segment your customers by CLV

2 Personalize your communication and offers

3 Optimize your pricing and bundling

4 Enhance your loyalty and retention programs

5 Measure and improve your CLV

6 Learn from your best customers

7 Here’s what else to consider

Customer Analysis

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