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_____ is an important concept when we realize that losing a customer means losing more than a single sale. It means losing the entire stream of purchases that a single customer would make over a lifetime of patronage.

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Answer:

Customer lifetime value

Explanation:

Customer lifetime value is the amount a client is expected to spend on your products for the duration of their lifetime. It is a forecast of the future value of a customer to the business.

So when we lose a single customer it is not only the short term sales that has been lost, but future streams of income that would have come to the business.

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