Customer Lifetime Value (CLV) is a metric used to measure the value of a customer to a business over their lifetime. It looks at factors like customer acquisition costs, customer retention rates, and customer repurchase rates, in order to estimate the total value of all future profit generated by a customer. On top of that, CLV also factors in loyalty programs and referral marketing, enabling companies to identify new potential customers as well as create long-term customer relationships. In short, CLV is a powerful metric for evaluating the impact and potential returns of customer-centric decisions.