You are the owner of a smoothie shop in California. Afterhearing a podcast about customer relationship management (CRM), youdecide to gather more information regarding customer behavior inyour store to better understand the relationships that existbetween your business and your customers. CRM is a comprehensivebusiness model for increasing revenues and profits by focusing oncustomers.Customer Lifetime Value (CLV) is particularly importantwhen it comes to CRM and is often considered one of the mostcrucial metrics associated with a CRM system. Collecting data oncustomers and their relationships with a company (and commonlystoring it within a CRM system) helps make it possible to calculateCLV, or the total amount a customer will spend throughout theirrelationship with a company.
After a review and analysis of your customer data you are ableto determine the following information:
Average Value of Sales per Year per Customer: $120
Average Customer Retention Cost: $75
Customer Acquisition-oriented Marketing Expenses per Month:$1,000
Average Customer Retention Rate: 80%
You acquire an average of 25 new customers a month.
Use the following equations to help determine the CLV:
Average Customer Acquisition Cost = CustomerAcquisition-oriented Marketing Expenses per Month/Number of NewCustomers Acquired per Month
Customer Lifetime Value = [1/(1-Average Customer Retention Rate)] x(Average Value of Sales per Year per Customer)- (Average customerAcquisition Cost + Average Customer Retention Cost)
This activity is important because marketing managers need tounderstand and know how to calculate customer lifetime value as apart of customer relationship management. Knowledge of CLV caninform a number of critical marketing decisions related to suchfactors as the development of strategies designed to aid in theacquisition, nurturing, and retention of customers.
The goal of this exercise is to test your understanding of CLVby considering this example.
You must (1) complete the spreadsheet and (2) answer thequestions that follow to receive full credit for this exercise.