In episode 52 of the Customers Who Click podcast I spoke with the CLV Lady herself, Juliana Jackson about customer value optimisation.

Have you ever wondered how the biggest brands are built? By focusing on long-term strategy as opposed to looking for quick wins and gains. That’s exactly what customer value optimisation is - delivering an excellent and unforgettable shopping experience to create customers for life.

Unfortunately, many massively underrate the value of CVO and don’t pay enough attention to customer lifetime value, which just doesn’t make sense. Who’s going to be more profitable to you long-term - a customer who buys from you repeatedly or someone who only buys from you when you have a sale on?

You need to understand who your most valuable customers are and treat them extra nice, but you also need to know who those uncertain customers are who may have made that first small purchase, but need a bit of nurturing to really drive value from.

Juliana is the Chief Evangelist at Omniconvert, providing guidance and education that transforms ecommerce brands through the implementation of Customer Lifetime Value (CLV) principles. You can connect with her on LinkedIn or Twitter.