P A G E 4 CLV Overview Your most loyal customers are worth up to 10x the value of their first purchase, yet 75% of customers only transact once . Customer Lifetime Value (CLV) is a metric that estimates the total value a customer brings to a company over their entire relationship. It considers factors such as purchasing behavior, frequency of purchases, average order value, and length of the customer relationship. CLV helps companies make strategic decisions about acquisition, retention, supply chain, product, merchandising, and more, that drive customer-level profitability.