Most companies approach growth as a simple equation: acquire more customers, keep them happy, and hope they stay. But companies that truly scale don’t just retain customers—they grow them.
Customer Lifetime Value (LTV) is the total revenue a customer generates while they remain your customer. If you want to increase LTV, you have two levers:
- Get customers to stay longer—ensuring they continue seeing value over time.
- Get them to buy more, more often—helping them recognize and act on opportunities to deepen their relationship with your business.
This isn’t just about keeping customers—it’s about making each customer relationship as valuable as possible. And it doesn’t happen by accident. Companies that maximize LTV do it by design, systematically driving expansion across the customer lifecycle.
Let’s walk through key principles from the LTV:Max Framework that make this possible.
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