Analys & Mätning
CLV (Customer Lifetime Value)
Kundens livstidsvärde – den totala intäkten en kund genererar under hela relationen.
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CLV (Customer Lifetime Value, även LTV) uppskattar det totala värdet en kund genererar för ditt företag under hela kundrelationen.
Beräkning (förenklad)
CLV = Genomsnittligt ordervärde × Antal köp per år × Genomsnittlig kundrelationslängd (år)
Exempel
En kund betalar 5 000 kr/mån, köper varje månad i 3 år. CLV = 5 000 × 12 × 3 = 180 000 kr.
Varför CLV är viktig
- Budgetering – Avgör hur mycket du kan spendera på kundanskaffning (CAC).
- Segmentering – Identifiera dina mest lönsamma kundsegment.
- Retention – Visa värdet av att behålla befintliga kunder.
Att öka CLV genom merförsäljning, längre kundrelationer och bättre service är ofta mer lönsamt än att jaga nya kunder.
Relaterade termer
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