Understanding Customer Lifetime Value: A Guide for Artists and Small Business Owners

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Written By Sam Davis Ph.D.

Sticker Crypt is the internet's premier source of free advice for artists and small business owners! 

As an artist and small business owner, your customers are the lifeblood of your career. You pour immense amounts of hard work and effort into creating products that they will love and cherish. But, are you maximizing the potential value from each of your customers? Do you know what a customer's lifetime value is and why it's important? In this blog post, we will explore the ins and outs of a customer's lifetime value and how it can help you grow your business.

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What is Customer Lifetime Value?

Customer Lifetime Value (CLV) is the total value of a customer during their entire interaction or engagement with your business. It measures the amount of revenue a customer will generate for your business over their lifetime. The longer a customer engages with your business, the higher their CLV is likely to be.

Why is Customer Lifetime Value Important?

Understanding your customers' lifetime value is crucial for long-term business success. It allows you to identify your most profitable customers and prioritize them. Additionally, it helps you determine how much you can spend on acquiring new customers and retaining existing ones.

How to Calculate Customer Lifetime Value?

Calculating a customer's lifetime value can be complex, but it doesn't have to be overwhelming. It involves understanding multiple factors, such as customer acquisition costs, retention rates, and average order value. A straightforward formula for calculating CLV is as follows:

CLV = (Average Purchase Value x Number of Purchases per Year x Number of Years Customer Stays Engaged)

How to Increase Customer Lifetime Value?

There are various ways to increase a customer's lifetime value. The focus should be on building a strong relationship with your customers, which will lead to increased loyalty and trust. One simple way is by offering exceptional customer service and personalizing your interactions. Another solution is creating a loyalty program that rewards customers for their repeat purchases.


In the end, a customer's lifetime value is a crucial metric to measure success in an artist's or small business' career. Understanding how to calculate the CLV of your customers and focusing on tactics to increase it will ultimately lead to higher profits and consistent growth. Remember, by improving the value of a single customer, you improve your entire business. So, don't underestimate the power of Customer Lifetime Value!

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