As a former ecommerce CEO, I know that one of the most, if not the most important metric is customer lifetime value (CLTV) — how much each customer contributes to the business over time. Brands work to drive loyalty, advocacy, repeat purchases and do what they can to encourage customers to spend as much as possible with each purchase.
To achieve CLTV objectives requires a great deal of focus on the post-sales customer experience: once someone has purchased, how do you inspire brand loyalty and repeat purchases?
