CLV, or customer lifetime value, is a metric used to measure the total worth of a customer to a business over the course of their relationship. It takes into account not only the initial purchase, but also the potential for future purchases and the overall impact of the customer on the company’s bottom line. In essence, CLV is a way for businesses to understand the long-term value of their customers and make strategic decisions to maximize their profitability. It is a crucial tool for businesses looking to build strong, lasting relationships with their customers and drive sustainable growth.