{"id":68589,"date":"2021-03-03T08:17:00","date_gmt":"2021-03-03T08:17:00","guid":{"rendered":"https:\/\/morningtrain.dk\/customer-lifetime-value-clv-how-to-use-it-in-your-sales-work\/"},"modified":"2026-04-21T06:26:28","modified_gmt":"2026-04-21T06:26:28","slug":"customer-lifetime-value-clv-how-to-use-it-in-your-sales-work","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/customer-lifetime-value-clv-how-to-use-it-in-your-sales-work\/","title":{"rendered":"Customer Lifetime Value (CLV): How to use it in your sales work"},"content":{"rendered":"\n

Leadgenerering<\/p>

3. marts 2021<\/p>

Customer Lifetime Value (CLV): How to use it in your sales work<\/h1><\/div>

Customer Lifetime Value (CLV) is the cumulative value of a customer to your business over the entire period that customers, on average, remain with your company. Looking at this value\u2014rather than order by order or year by year\u2014changes how you view your efforts to acquire new customers. <\/p><\/div>\n\n

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\n Indhold\n <\/p>\n \n Why should you care\n <\/a>\n \n Kundev\u00e6rdi\n <\/a>\n \n Gammel regnemetode\n <\/a>\n \n Ny regnemetode\n <\/a>\n \n S\u00e5dan g\u00f8r du det\n <\/a>\n \n CLV og investering\n <\/a>\n \n Kom godt i gang\n <\/a>\n <\/div>\n

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Why is CLV worth knowing?<\/h2>\n\n\n\n

In short, your competitors will win the battle for new customers if you do not truly know how much you should invest to bring in new customers.<\/strong><\/p>\n\n\n\n

Whether you are B2B<\/a> or B2C,<\/a> your customers are, with 98% certainty, worth far more in total than the revenue from the first order they place (which many unfortunately use as a benchmark for what a new customer is worth).<\/p>\n\n\n\n

After reading this blog post, you will have a clear understanding and a guideline for how to calculate an accurate lead cost for a new customer. Let us take a closer look. <\/p>\n\n\n\n

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Yes, yes, that is all very well\u2014but what is a new customer actually worth?<\/h2>\n\n\n\n

All good merchants know that you \u201cbuy the customer\u201d at the beginning of a new customer relationship. That can be a costly affair. There are specific acquisition costs in the form of advertising budget, staff costs in sales and marketing, possibly a free trial period, and so on. Only the very best merchants know that acquiring a customer should cost no more than around 30% of the revenue you receive from them. <\/p>\n\n\n\n

And that is where CLV comes into the picture.<\/strong> Because if you play your cards right in a customer relationship, the customer will come back. Or put another way: <\/p>\n\n\n\n

If the customer does not come back, you have probably not played your cards very well.<\/p>\n\n\n\n

But if the customer is happy, she may place another order with you\u2014and it continues until it becomes clear that the customer is worth far more than the first order of DKK 3,000. Suddenly, the customer may be closer to DKK 15,000 in value. <\/p>\n\n\n\n

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Therefore, you should be willing to invest more to acquire the customer in the first place. Remember that you should be willing to pay an acquisition cost equal to 30% of the customer\u2019s CLV to get them on board. <\/p>\n\n\n\n

Okay, you have my interest\u2014but I still do not understand it?<\/h2>\n\n\n\n

Yes, we need to put some numbers on the table, otherwise it becomes too vague. Below, I have created a running example for the rest of the walkthrough. <\/p>\n\n\n\n

For the sake of simplicity, I have chosen an industry we all know\u2014and one that would be very wise to know its customers\u2019 CLV: the hairdressing industry<\/strong><\/p>\n\n\n\n

The fictional hair salon Morninghair is a women\u2019s salon centrally located in Odense. The calculations below illustrate the business. <\/p>\n\n\n\n

Old calculation of a customer\u2019s value<\/h3>\n\n\n\n