The document discusses calculating customer lifetime value by estimating the total costs of attracting, selling to, and serving customers compared to the lifetime revenue stream from customers to determine if they are profitable. It also notes that customer lifetime value is the net present value of expected future profits from a customer over their lifetime with a company.

1. What is the lifetime value of customers,
and how can marketers maximise it?
2.

2. A profitable customer?
Lifetime revenue stream > cost of attracting,selling
and serving

3. Customer profitability analysis

4. Estimating total costs..
Manufacturing Redressal
Travel Benefits

5. Calculating customer lifetime value
“..net present value of the stream of future profits expected over the
customer’s lifetime purchases.”