CVO (Customer Value Optimization) focuses on the entire customer journey with your brand. Instead of asking only how to sell more today, ask how to get each customer to buy more often, with higher average transaction values, and for a longer period of time.

It goes a step beyond conversion rate optimization, which focuses on the first sale.

Why does it matter?

Attracting new customers is becoming increasingly expensive and competitive. The CVO helps you get more value from your existing customers through initiatives that combine positive experiences with relevant offers.

• Repeat Business: Getting the Customer to Come Back.
• Cross-selling and upselling: suggesting complementary or higher-value products.
• Retention: Identifying early on who is drifting away.
• Experience: Listen and find solutions so they'll keep choosing you.

Story mode

An online sports store used to measure its success solely by monthly sales. With a CVO approach, it begins to look at each customer's LTV.

When Lucía buys a pair of running shoes, the store recommends performance socks to her during the week, notifies her when a new model from her brand is released, and invites her to a sponsored race. Lucía makes more purchases, and the store earns more from the same customer.

How to Use It with Data4Sales

Data4Sales brings together everything you need to manage your CVO from a single location:

• The 360° profile and predictive LTV show you the future value of each customer.
• Product affinity suggests what to offer each person for cross-selling and upselling.
• The post-purchase, repurchase, and reactivation flows address each stage of the customer lifecycle.
• Attribution with a control group measures the incremental revenue from each action.

Related terms

• LTV
• Cross-sell
• Upsell
• Customer Centricity