Customer Lifetime Value (CLV) is a concept from Customer Relationship Management (CRM). Customer Lifetime Value is the monetary value of all business transactions with a specific customer during his entire time
as a corporate customer. The CLV concept thus shifts the focus away from short-term oriented sales increases to long-term sales maximization based on long-term (ideally lifelong) customer loyalty
. With appropriate CRM measures, customer loyalty is to be increased in such a way that the customer is permanently bound to the company, even if competitors want to win over the customer in the short term with special prices or offers. The CLV approach is also used as one of the evaluation benchmarks in company takeovers of e.g. e-commerce companies.