TOPIC 4: CUSTOMER LIFETIME VALUE - Personal Application

The goal of any formal customer relationship management program is to attract and retain profitable customers with high customer lifetime value.

Identify a company for which you might be considered a most valuable customer, where you are in Level 1 of their customers (See Figure 2.5, Levels of Customers Based on Profitability).

• Visit https://neilpatel.com/blog/how-to-calculate-lifetime-value/. This site will give you an example of lifetime value using Starbucks as an example. Note all the variables that go into lifetime value calculations.
• Record your lifetime value calculation and discuss how the company tries to retain and grow your business as a most valuable customer.

How to calculate lifetime value [Infographic]. (n.d.). https://neilpatel.com/blog/how-to-calculate-lifetime-value/