Lifetime value (LTV)

Lifetime value quantifies the total amount of revenue generated by a single customer. Aside from creating a great customer experience, customer service professionals aim to create repeat customers. Customers delighted with their CX journey are far more likely to refer their colleagues or repeat the buying process, especially if the service is subscription-based.

The more repeat customers purchase goods and services, the higher their lifetime value. When working on the buyer personas within your customer journey, don’t neglect to create a persona representing the critical characteristics of a repeat customer with high lifetime value.