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Customer Lifetime Score (CLS)
Estimates the long-term financial value of a customer based on spend, tenure, and retention probability. It estimates total lifetime value by blending revenue continuity, expansion potential, loyalty engagement, and cost-to-serve to connect emotional loyalty to the financial potential of accounts.
Required Editions
| View supported editions |
CLS Use Cases
- To prioritize high-value customers for personalized support or exclusive beta programs.
- To forecast future revenue potential.
- To identify loyal customers who are candidates for advocacy programs.
CLS KPIs
| KPIs | KPI Purpose |
|---|---|
| Customer Lifetime Score (CLS) by Cloud | Isolates long-term value generation by department to reveal which business units are driving sustainable growth. It guides strategic investment by identifying exactly where high-value customer relationships are being successfully nurtured versus where value is leaking. |
| Positive Sentiment Percentage | Acts as a leading indicator of future value by quantifying emotional loyalty and advocacy potential. High sentiment scores serve as a predictor for higher retention and expansion, validating that positive experiences are translating into tangible financial returns. |
| Total Revenue | Captures the aggregate financial contribution of a customer to establish a concrete baseline for their strategic importance. It ensures that resource allocation aligns with actual realized value, preventing over-investment in low-yield accounts or under-service of high-contributors. |
| Monthly Recurring Revenue (MRR) | Measures the predictable, stable income stream generated by a customer, serving as the primary gauge of financial health and continuity. It allows leaders to distinguish between one-time buyers and sustainable partners who drive consistent cash flow. |
| Total Orders Created | Tracks the frequency of purchasing behavior to indicate active engagement and ongoing demand for products. A high volume signals a healthy, transactional relationship, while stagnation provides an early signal for sales teams to re-engage before the account goes dormant. |
| Total Renewal Orders | Validates retention success by tracking the volume of continued business commitments. It confirms that the value delivered is sufficient to warrant repeated investment, serving as the ultimate metric for relationship longevity. |
| Account Watchlist | Highlights high-value accounts where long-term potential is either eroding or under-realized. It helps leaders focus on protecting high lifetime value customers and orders, and identifying key accounts that are under-performing against their potential. |
