Are You Measuring Customer Lifetime Value?

Are You Measuring Customer Lifetime Value?

Successful companies know their best customers—or think they do. Usually, they look at annual sales because that’s an easy number to measure. But those sales figures don’t show the entire picture. For example, your best customer for the past few years might cut back on purchasing this year, leaving you scrambling to fill the gap. Customer engagement is another important factor that is difficult to quantify or predict. A customer […]