P A G E 6 CLV is More Important Than Ever Because As acquisition, retention and other customer- related costs rise, CLV helps prioritize where funds will have the most impact. 1. Rising costs CLV can help power personalized digital interactions, recommendations, and offers, leading to improved customer satisfaction and loyalty. 2. Digital transformation CLV helps reveal potential changes in future customer behaviors to help companies recalibrate their marketing efforts. 3. Shifting consumer behavior CLV doesn't require the use of private personal information (PPI), so there's no intrusion on customers' data privacy or security. 4. Data security and privacy CLV helps uncover what makes high-value customers valuable, so companies can find more like them regardless of what their competition does. 5. Intense competition Calculated using the right models, CLV can take into account external factors, such as seasonality, that can affect customer behaviors. 6. Demand shocks