What it is
Customer lifetime value — how much money a customer brings the company on average over the whole relationship, not from a single purchase.
How we apply it
A metric we grow with loyalty programmes and automatic customer win-back — keeping an existing customer is cheaper than acquiring a new one.
Where it matters to a business
- Customers come once and do not return, and attracting new ones keeps getting more expensive.
- People forget to renew a subscription and leave not because they are unhappy but because they did not remember.
- You want to reward regulars, but paper cards get lost and count nothing.
How we use it
- A loyalty programme. In a gaming club a QR card in Telegram replaced the paper one: every sixth night the customer gets a free night or a hookah, and the owner sees the statistics: players, nights and rewards issued.
- Renewal reminders. The subscription-sales bot reminds 3 days and 1 day before a subscription ends; Tech Poly VPN respects each user's quiet hours.
- A bonus for longer plans. +10 days for 6 months and +30 days for 12 months; Tech Poly VPN adds promo codes and a capped referral discount.
We build loyalty and subscription bots under Telegram and VK bots.
Common problems
- Inflated visits. In the club, a 70-second pause between credits, a ban on crediting yourself and a staff action log protect against it.
- A reminder at 3 a.m. Without a time zone and quiet hours, a reminder annoys people and leads to unsubscribes.
- A discount burned by a failure. In Tech Poly VPN the accumulated discount is spent only after access has been issued successfully.
When you do not need it
If a purchase is one-off by nature, such as a business-card site or a repair job, loyalty programmes and reminders add little. LTV is grown where there are repeat visits or subscriptions.