How do enterprises calculate customer lifetime value?

The specific analysis of customer lifetime value includes the following steps .

1. Collect customer information and data

The basic data that enterprises need to collect include ∶ Personal information （ Such age 、 marriage 、 Gender 、 income 、 Professional etc. ）、 Address information （ Such as area code 、 Type of house 、 Owners, etc ）、 Life style （ Such as hobbies 、 Product usage, etc ）、 attitude （ For example, for risks 、 product / Service attitude , Possible future purchases or recommendations ）、 region （ Such as economy 、 climate 、 Customs 、 History, etc ）、 Customer behavior （ Such as purchase channels 、 to update 、 Trading, etc ）、 demand （ Such as future products / Service demand, etc ）、 Relationship （ Such as family 、 Friends, etc ）. These data and the change of data over time will directly affect the customer value of lifelong value Household calculation .

2. Define and calculate lifetime value

As mentioned above , The factors that affect customer lifetime value mainly include the length of customer relationship 、 Depth and breadth . Specifically reflected in the length of customer life cycle 、 The value that customers may create for the enterprise 、 The cost of establishing and maintaining customer relations, etc , It also includes the choice of discount rate . You can focus on the following factors .

（1） The value that customers have created for the enterprise and the possible value income flow in the future .

（2） Establish and maintain existing customer relationships and possible future costs .

（3） Customers buy enterprise products / Service and the length of time to maintain the purchase relationship .

（4） Customers buy products / Frequency of services and purchase preferences .

（5） The influence of customers and the possibility of recommending to others .

（6） Utilization value of customer information and customer knowledge .

（7） Direct or indirect benefits obtained from cooperation with other parties in customer resources .

（8） Choose the appropriate discount rate .

3. Customer investment and profit analysis

According to the calculation result of the previous step , Through the investment and profit analysis of customer relationship , Find the most valuable customers . It can be calculated directly based on transaction cost or capital investment , Or according to the behavior pattern of similar customers in the past , Use mature statistical technology to predict customers' future profits . The foreign automobile industry calculates the customer lifetime value in this way ∶ They put the number of cars that each door-to-door customer may buy in his lifetime , Average selling price of a car , This figure is obtained by adding the parts and maintenance services that customers may need . They even calculate more accurately the interest income brought to the company by adding the car loan .

4. Customer segmentation

From the third step , Enterprises can see how to win the maximum profit in the lifetime value of customers , Based on these data , Segment customers . After a clear understanding of customer types through segmentation , Find the most valuable customers and implement customer retention strategies , Improve customer satisfaction and loyalty, especially the most valuable customers .

5. Formulate corresponding marketing strategies

The purpose of measuring customer lifetime value is not only to identify customers and determine the target market , And we should formulate corresponding marketing strategies , Improve sales , Develop customer potential as much as possible .