I’m wrapping up my series on customer analytics and their associated visualizations with a discussion of 3 more metrics you should track on your customer dashboards – customer lifetime value, accounts receivable, and bookings & backlog – and why these simple visualizations are effective because they extend the reach of data to more people in the organization.
Track Customer Lifetime Value with a Stacked Bar Chart
One of the most underutilized metrics is customer lifetime value (CLTV), which sits at the intersection of sales, marketing and finance. CLTV calculates the historic value of a customer over time and helps establish how much customer relationships are worth – and therefore how much money can be spent to acquire them.
It’s conventional wisdom that it costs more to acquire new customers than it does to maintain existing business. For many companies, customers become more profitable over time. It costs less to pick up the phone and sell additional licenses to an existing software customer than it does to fly a sales person to meet with a prospect for the first time. It costs less to run loyalty programs to keep customers happy than it does to sponsor a trade show to meet new prospects. But the costs of these programs, all of which are necessary for running a business, have to be taken into account when using the CLTV metric. Customer lifetime value shouldn’t be something that only finance teams look at. Sales and marketing professionals must use it to ensure that their acquisition program costs are in line with CLTV.
There are many ways to calculate customer lifetime value, but the simplest is…