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Customer Lifetime Value (CLV) 1. An internet service provider (ISP) charges $19.95 per month. With an average of marketing spending of $6 per year for each customer, it's estimated that each month about 2% of customers leave ISP. Other variable costs are about $1.50 per account per month. The average upfront cost to acquire a customer is $34. What's the CLV of a customer at a discount rate of 5%? I 2. A credit card company has a card member with an annual margin of $300. The typical retention rate for card member is 80%. The applicable interest rate to discount future cash flows of this credit card company is 10%. The average upfront cost to acquire a customer is $58. Therefore, what is the customer lifetime value for this customer