CLV$?$

Generally, when marketers focus on customers chosen for their lifetime value, they earn higher profits in future periods than when they focus on customers selected for other reasons.

It is a measure of a customer's worth $($sales minus costs$)$ to a business during the customer's lifetime.

Since life expectancies vary and constitute mere projections, it is very difficult to calculate.

The amount of money a company is willing to spend to retain customers is a factor to consider.