Conversion. Average sale. Repeat business. Referral. Monitoring. LIFETIME VALUE PHILOSOPHY. At the centre of my business philosophy is the conviction that the customer should be at the centre of all marketing strategies and initiatives. Consistent with this: For most businesses, few things offer more potential for delivering optimum performance than maximising every customer’s lifetime value. […]

Conversion. Average sale. Repeat business. Referral. Monitoring. LIFETIME VALUE PHILOSOPHY. At the centre of my business philosophy is the conviction that the customer should be at the centre of all marketing strategies and initiatives. Consistent with this: For most businesses, few things offer more potential for delivering optimum performance than maximising every customer’s lifetime value. While the potential of maximising the lifetime value of each customer is significant – the potential of maximising the lifetime value of each enquiry is even more significant.   For most businesses, few things will enhance profitability and performance more than maximising the lifetime value of every enquiry and subsequent customer.    LTV DEFINED While most authorities refer to CLV or customer lifetime value, I prefer to focus on LTV or lifetime value – recognising that the optimum outcome is achieved when the return per enquiry is also maximised. CLV is the overall financial value of a customer…