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In this session at the Willis Towers Watson ‘Creating value through customer centricity’ forum (29-30 September 2016, Cologne), Francesco Daboni and Michael Kluettgens considered Customer Lifetime Value and how it is widely used by insurers. However, the quality and sophistication of Customer Lifetime Values varies enormously. The presenters considered how some insurers base their Customer Lifetime Value purely on historic claims experience and have overly simplified models with no assumptions on how risk or premium will vary over time. The presenters also explored how, in many cases, some of the complex models already in place are not used for the Customer Lifetime Value. The presenters demonstrated how these models can be integrated in the Customer Lifetime Value which will help insurers achieve better alignment between pricing and marketing.