CLV Customer Lifetime Value Framework for Customer Selection and Resource Allocation Strategy

About this template

This slide maps the whole customer lifetime value process in one flow diagram, from input factors to resource allocation, with a feedback loop back to the inputs. Six colour-coded boxes on the left hold customer characteristics and supplier-specific factors. They lead to predicted purchase frequency, marketing costs and contribution margin, then to total profit and net present value of future profits (CLV), adjusted by a discount rate. The final steps are generating allocation rules and allocating resources. Use it for CRM planning, customer selection, marketing budgeting or customer value workshops. All boxes, text and connector lines can be edited.