{"id":18481,"date":"2022-09-28T06:00:00","date_gmt":"2022-09-28T04:00:00","guid":{"rendered":"https:\/\/startco.ro\/blog\/?p=18481"},"modified":"2023-04-28T23:19:45","modified_gmt":"2023-04-28T21:19:45","slug":"customer-lifetime-value-ce-este-si-cum-o-calculezi","status":"publish","type":"post","link":"https:\/\/startco.ro\/blog\/customer-lifetime-value-ce-este-si-cum-o-calculezi\/","title":{"rendered":"Customer Lifetime Value: ce este \u0219i cum o calculezi"},"content":{"rendered":"\n<p>Ai deja o afacere sau vrei s\u0103 \u00eenfiin\u021bezi o firm\u0103? Trebuie s\u0103 \u0219tii c\u0103 via\u021ba de antreprenor implic\u0103 mult\u0103 responsabilitate, disciplin\u0103 \u0219i rigurozitate. Astfel, pentru a te asigura c\u0103 afacerea are o evolu\u021bie favorabil\u0103 trebuie s\u0103 urm\u0103re\u0219ti constant anumi\u021bi indicatori financiari \u0219i de marketing care s\u0103-\u021bi indice eventualele probleme sau oportunit\u0103\u021bi. <\/p>\n\n\n\n<p>Unul dintre indicatorii cei mai importan\u021bi pentru orice afacere, indiferent de domeniul de activitate este valoarea de via\u021b\u0103 a clientului. <strong>Customer Lifetime Value: ce este \u0219i cum o calculezi<\/strong>, dar mai ales, cum influen\u021beaz\u0103 aceast\u0103 valoare evolu\u021bia business-ului t\u0103u? Cite\u0219te \u00een continuare \u0219i afl\u0103 toate r\u0103spunsurile.\u00a0\u00a0<\/p>\n\n\n\n<div class=\"wp-block-yoast-seo-table-of-contents yoast-table-of-contents\"><h2>Cuprins<\/h2><ul><li><a href=\"#h-ce-este-customer-lifetime-value-clv\" data-level=\"2\">Ce este Customer Lifetime Value (CLV)?<\/a><\/li><li><a href=\"#h-la-ce-te-ajuta-clv\" data-level=\"2\">La ce te ajut\u0103 CLV?<\/a><\/li><li><a href=\"#h-cum-se-calculeaza\" data-level=\"2\">Cum se calculeaz\u0103?<\/a><ul><li><a href=\"#h-legatura-dintre-clv-\u0219i-cac-customer-acquisition-cost\" data-level=\"3\">Leg\u0103tura dintre CLV \u0219i CAC (Customer Acquisition Cost)<\/a><\/li><li><a href=\"#h-calcul-clv\" data-level=\"3\">Calcul CLV<\/a><\/li><\/ul><\/li><li><a href=\"#h-cum-sa-i\u021bi-imbunata\u021be\u0219ti-customer-lifetime-value-in-afacerea-ta\" data-level=\"2\">Cum s\u0103 \u00ee\u021bi \u00eembun\u0103t\u0103\u021be\u0219ti Customer Lifetime Value \u00een afacerea ta?<\/a><ul><li><a href=\"#h-investe\u0219te-in-experien\u021ba-clien\u021bilor\" data-level=\"3\">Investe\u0219te \u00een experien\u021ba clien\u021bilor<\/a><\/li><li><a href=\"#h-fii-deschis-la-feedback-ul-clien\u021bilor\" data-level=\"3\">Fii deschis la feedback-ul clien\u021bilor<\/a><\/li><li><a href=\"#h-promoveaza-te\" data-level=\"3\">Promoveaz\u0103-te<\/a><\/li><li><a href=\"#h-ofera-recompense\" data-level=\"3\">Ofer\u0103 recompense<\/a><\/li><\/ul><\/li><\/ul><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ce-este-customer-lifetime-value-clv\">Ce este Customer Lifetime Value (CLV)?<\/h2>\n\n\n\n<p><strong>Customer Lifetime Value (CLV) este unul dintre parametrii cheie de urm\u0103rit \u00eentr-un business.<\/strong> <strong>De ce? <\/strong>Pentru c\u0103 <strong>CLV \u00ee\u021bi arat\u0103 c\u00e2t de valoros este un client pentru afacerea ta, nu doar ca tranzac\u021bii separate, ci \u00een \u00eentreaga rela\u021bie<\/strong>.&nbsp;<\/p>\n\n\n\n<p>A\u0219adar, <strong>ce este Customer Lifetime Value?<\/strong><\/p>\n\n\n\n<p>CLV reprezint\u0103 <strong>suma total\u0103 de bani pe care este de a\u0219teptat s\u0103 o cheltuiasc\u0103 un client cu produsul\/serviciul t\u0103u.<\/strong> Concret, Customer Lifetime Value te ajut\u0103 s\u0103 \u00een\u021belegi \u0219i s\u0103 evaluezi loialitatea actual\u0103 a clien\u021bilor existen\u021bi. Dac\u0103 clientul continu\u0103 s\u0103 cumpere de la tine \u00een mod repetat, atunci direc\u021bia business-ului t\u0103u este bun\u0103. \u00cen plus, cu c\u00e2t CLV este mai mare, cu at\u00e2t trebuie s\u0103 investe\u0219ti mai pu\u021bin \u00een achizi\u021bionarea de noi clien\u021bi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-la-ce-te-ajuta-clv\">La ce te ajut\u0103 CLV?<\/h2>\n\n\n\n<p>Peter Drucker a spus: <strong>\u201eScopul unei afaceri este de a crea \u0219i p\u0103stra un client.\u201d<\/strong> Exact asta reflect\u0103 Customer Lifetime Value. CLV te ajut\u0103 s\u0103 iei cele mai bune decizii de business cu privire la dezvoltarea unui produs, promovarea \u0219i v\u00e2nzarea lui, precum \u0219i achizi\u021bia de noi clien\u021bi sau p\u0103strarea celor existen\u021bi.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cum-se-calculeaza\">Cum se calculeaz\u0103?<\/h2>\n\n\n\n<p>Este esen\u021bial s\u0103 \u00een\u021belegi \u0219i s\u0103 \u0219tii s\u0103 \u00ee\u021bi calculezi CLV-ul pentru afacerea ta. Av\u00e2nd a\u0219tept\u0103ri reale cu privire la valoarea pe care \u021bi-o poate aduce un client existent po\u021bi evalua c\u00e2t mai bine starea de s\u0103n\u0103tate a afacerii tale \u0219i desigur, po\u021bi seta noi direc\u021bii.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-legatura-dintre-clv-\u0219i-cac-customer-acquisition-cost\">Leg\u0103tura dintre CLV \u0219i CAC (Customer Acquisition Cost)<\/h3>\n\n\n\n<p>Pentru a avea o imagine c\u00e2t mai clar\u0103 este bine s\u0103 analizezi parametrul CLV \u00een tandem cu <a href=\"https:\/\/startco.ro\/blog\/cum-se-calculeaza-costul-de-achizitie-client\/\" target=\"_blank\" rel=\"noreferrer noopener\">Customer Acquisition Cost (CAC &#8211; costul de achizi\u021bie al clien\u021bilor).<\/a>&nbsp;<\/p>\n\n\n\n<p>Vom exemplifica cu ajutorul unei afaceri de tip <strong>coffee shop<\/strong>:&nbsp;<\/p>\n\n\n\n<p><strong><em>Astfel, dac\u0103 CLV al unui client este de 1.000 Lei (50 Lei\/zi x 20 zile) \u0219i cost\u0103 mai mult de 500 Lei pentru a-l achizi\u021biona (prin publicitate, marketing, oferte etc.), afacerea ar putea pierde bani dac\u0103 nu \u00ee\u0219i reduce costurile de achizi\u021bie.&nbsp;<\/em><\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-calcul-clv\">Calcul CLV<\/h3>\n\n\n\n<p>Av\u00e2nd clar\u0103 rela\u021bia dintre cei doi parametri, po\u021bi \u00eencepe s\u0103 calculezi CLV-ul \u00een afacerea ta. Cum faci asta?&nbsp;<\/p>\n\n\n\n<p>Cel mai simplu mod de a calcula CLV este:<\/p>\n\n\n\n<p><strong>CLV = valoarea medie a unei achizi\u021bii x num\u0103rul de achizi\u021bii\/an x \u200b\u200bdurata medie a rela\u021biei cu clientul (\u00een ani)<\/strong><\/p>\n\n\n\n<p>Revenind la exemplul cu afacerea de tip Coffe Shop:<\/p>\n\n\n\n<p><strong><em>dac\u0103 un client cump\u0103r\u0103 \u00een mod regulat o cafea\/zi, la un pre\u021b de 20 lei\/cafea , vom ob\u021bine:<\/em><\/strong><\/p>\n\n\n\n<p><strong><em>CLV\/an: 20 lei\/zi x 20 zile x 12 luni = 4800 lei\/an<\/em><\/strong><\/p>\n\n\n\n<p>Dac\u0103 CLV-ul este \u00eentr-un raport nefavorabil cu costul de achizi\u021bie, atunci poate fi necesar\u0103 o investi\u021bie suplimentar\u0103<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>fie \u00een <strong>\u00eembun\u0103t\u0103\u021birea produsului (sau dezvoltarea unor produse noi)<\/strong><\/li>\n\n\n\n<li>fie \u00een <strong>\u00eembun\u0103t\u0103\u021birea serviciului de asisten\u021b\u0103 a clientului, pentru a determina clien\u021bii s\u0103 r\u0103m\u00e2n\u0103 loiali serviciului\/produsului t\u0103u<\/strong><\/li>\n<\/ul>\n\n\n\n<p><strong>Cum \u00ee\u0219i poate \u00eembun\u0103t\u0103\u021bi CLV-ul Coffee shop-ul de mai sus?<\/strong><\/p>\n\n\n\n<p><strong><em>\u00cei poate atrage loialitatea clientului cu c\u00e2teva strategii precum:<\/em><\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><em>bonusuri care s\u0103 \u00eencurajeze fidelizarea: \u201cla 5 cafele cump\u0103rate prime\u0219ti una gratis\u201d<\/em><\/strong><\/li>\n\n\n\n<li><strong><em>produse adi\u021bionale: \u201cdesertul zilei\u201d<\/em><\/strong><\/li>\n\n\n\n<li><strong><em>unicitate: modul de preparare a cafelei se poate transforma \u00eentr-un mini-spectacol<\/em><\/strong><\/li>\n\n\n\n<li><strong><em>loca\u021bia: po\u021bi transforma spa\u021biul \u00een workspace sau reading space, etc.<\/em><\/strong><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-cum-sa-i\u021bi-imbunata\u021be\u0219ti-customer-lifetime-value-in-afacerea-ta\">Cum s\u0103 \u00ee\u021bi \u00eembun\u0103t\u0103\u021be\u0219ti Customer Lifetime Value \u00een afacerea ta?<\/h2>\n\n\n\n<p>Pentru a crea un raport favorabil \u00eentre Customer Lifetime Value \u0219i costul de achizi\u021bie al unui client, po\u021bi folosi una sau mai multe din tacticile \u0219i strategiile de mai jos:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-investe\u0219te-in-experien\u021ba-clien\u021bilor\">Investe\u0219te \u00een experien\u021ba clien\u021bilor<\/h3>\n\n\n\n<p>Pentru un CLV mai bun este esen\u021bial s\u0103 oferi clien\u021bilor motive pentru a reveni. Monitorizeaz\u0103 atent fiecare experien\u021b\u0103 \u0219i investe\u0219te constant \u00een \u00eembun\u0103t\u0103\u021birea procesului de achizi\u021bie. De exemplu:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>dac\u0103 ai un magazin online po\u021bi implementa un sistem de notificare pentru revenirea \u00een stoc a unui produs sau pentru oferirea unui produs alternativ;<\/li>\n\n\n\n<li>implementarea unui mod mai simplu de returnare a produselor achizi\u021bionate&nbsp;<\/li>\n\n\n\n<li>identificarea unor strategii de fidelizare a clien\u021bilor: abonamente, reduceri, produse gratuite etc.<\/li>\n\n\n\n<li>seteaz\u0103 modalit\u0103\u021bi variate pentru contactul cu clien\u021bii<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-fii-deschis-la-feedback-ul-clien\u021bilor\">Fii deschis la feedback-ul clien\u021bilor<\/h3>\n\n\n\n<p>Feedback-ul are un rol esen\u021bial \u00een orice afacere. Ascult\u00e2nd clien\u021bii po\u021bi identifica ce merge \u0219i unde trebuie s\u0103 aduci \u00eembun\u0103t\u0103\u021biri, sau chiar s\u0103 faci un pas \u00een spate. \u00cencearc\u0103 s\u0103 afli de la clien\u021bi motivele pentru care au decis achizi\u021bia sau de ce au returnat un anumit produs, \u0219i \u00eembun\u0103t\u0103\u021be\u0219te experien\u021ba pe viitor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-promoveaza-te\">Promoveaz\u0103-te<\/h3>\n\n\n\n<p>Pentru a cre\u0219te baza de clien\u021bi este necesar\u0103 o promovare continu\u0103 \u0219i de calitate. Po\u021bi folosi re\u021belele de socializare at\u00e2t pentru comunicarea cu clien\u021bii, c\u00e2t \u0219i pentru promovarea produselor \u0219i pentru fidelizarea clien\u021bilor existen\u021bi.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-ofera-recompense\">Ofer\u0103 recompense<\/h3>\n\n\n\n<p>Un program de recompense poate \u00eencuraja achizi\u021bii repetate \u0219i desigur loialitatea clien\u021bilor, iar astfel, poate cre\u0219te mult CLV-ul. \u00cen plus, po\u021bi spori puterea brandului \u0219i prin urmare, profitul afacerii.<\/p>\n\n\n\n<p>O afacere de succes este o afacere atent monitorizat\u0103. Calculeaz\u0103 atent CLV-ul afacerii tale \u0219i identific\u0103 astfel cele mai bune decizii pentru cre\u0219terea v\u00e2nz\u0103rilor \u0219i maximizarea profitului.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer Lifetime Value: ce este \u0219i cum o calculezi, dar mai ales, cum influen\u021beaz\u0103 aceast\u0103 valoare evolu\u021bia business-ului t\u0103u?<\/p>\n","protected":false},"author":3,"featured_media":18482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"footnotes":""},"categories":[371],"tags":[75,22,23,255,526,528,527],"class_list":["post-18481","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-viata-de-antreprenor","tag-afacere","tag-antreprenor","tag-antreprenoriat","tag-business","tag-clv","tag-cost-de-achizitie-client","tag-customer-lifetime-value"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.5 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