Lifetime Value Of A Customer (LTVC) is a business metric used to measure the total revenue accrued from a customer over the course of their relationship with a company. To calculate it, businesses look at customer data such as purchase history, preferences, and usage patterns to predict how much future revenue they can expect from the customer. This information helps them better understand their customers, budget for retention costs and identify opportunities to drive growth. Simply put, LTVC is the measure of a customer’s overall value to your business.