How do I calculate Total Lifetime Value (TLV) of my customers?

How do I calculate Total Lifetime Value (TLV) of my customers?

Customer Lifetime Value (CLV) is a crucial metric for businesses seeking to enhance customer loyalty and improve company profitability. It represents the total revenue a company can expect to generate from a single customer over the entire duration of their relationship with the business. Understanding CLV is essential because it enables companies to make informed decisions regarding marketing strategies, customer retention efforts, and resource allocation.

One of the main benefits of calculating CLV is that it helps businesses prioritise their customer acquisition and retention strategies. By knowing the potential value of a customer over their lifetime, a company can allocate marketing and sales resources more efficiently. This ensures that efforts are focused on acquiring and retaining high-value customers who will contribute significantly to the company’s long-term revenue streams.

Moreover, CLV also aids in setting realistic budgetary goals for customer acquisition. If the CLV calculation reveals that the average customer generates a considerable amount of revenue over time, the company may be willing to invest more in marketing and promotional activities to attract new customers. On the other hand, if the CLV is lower, the company might focus on maximising customer satisfaction and loyalty to extend the customer lifespan and, consequently, their value.

To calculate CLV, several factors need to be considered. The formula typically involves calculating the average purchase value, the average purchase frequency, the customer lifespan, and the average gross margin. The formula can be represented as:

CLV = (Average Purchase Value) x (Average Purchase Frequency) x (Customer Lifespan) x (Average Gross Margin)

Average Purchase Value refers to the average amount a customer spends on each transaction. Average Purchase Frequency represents how often a customer makes a purchase within a given period. Customer Lifespan denotes the length of time a customer remains engaged with the company. Lastly, Average Gross Margin is the difference between the revenue generated from a customer and the costs directly associated with serving that customer.


By understanding CLV and its components, businesses can make data-driven decisions to optimize their marketing efforts, tailor customer experiences, and foster long-term loyalty, leading to increased profitability and sustainable growth.

Picture of Paul Bichsel
Paul Bichsel
Paul is our Team Leader and SuccessCX Director. Absolutely focused on the human elements of customer experience and dedicated to his family. He revels in nothing more than a cheeky win in a game of Uno. Paul believes ‘the best time to do something, is now’ unless it cuts into his morning coffee and wordle session.
Subscribe to newsletter
Get the best tips and tricks