{"id":892,"date":"2023-07-19T19:20:00","date_gmt":"2023-10-17T19:20:38","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=892"},"modified":"2024-01-10T17:26:21","modified_gmt":"2024-01-10T17:26:21","slug":"customer-lifetime-value","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/es\/blog\/customer-lifetime-value\/","title":{"rendered":"Customer lifetime value (Valor de vida del cliente): \u00bfqu\u00e9 significa?"},"content":{"rendered":"\n

El customer lifetime value o valor de vida del cliente<\/b>, conocido tambi\u00e9n con las siglas CLV o, simplemente LTV (lifetime value)<\/b>, es un indicador important\u00edsimo para quien gestiona una empresa. Se trata de una m\u00e9trica estrechamente ligada a la facturaci\u00f3n de una empresa que, de hecho, indica los ingresos que un cliente genera durante su relaci\u00f3n con la empresa.<\/p>\n\n\n\n

Veamos un ejemplo para aclarar el significado de lifetime value: si un cliente va a comer dos veces al mes a una cadena de restaurantes y gasta, de media, 150 euros, en el plazo de un a\u00f1o, su CLV ser\u00e1 de 3600 euros. Si a esto le restamos el coste de las actividades de promoci\u00f3n del restaurante y el coste del servicio, es decir, de las materias primas y el personal, obtendremos un customer lifetime value <\/b>mucho m\u00e1s realista.<\/p>\n\n\n\n

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Llega m\u00e1s lejos con tus campa\u00f1as de marketing con Marketing Cloud<\/h2>\n\t\t\t\t\t\t\t

Salesforce Marketing Cloud; la plataforma con IA que le acerca de forma personalizada a tu cliente, en cualquier canal<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tVer Demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t
<\/div>\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n\n\n\n

Naturalmente este c\u00e1lculo del lifetime value <\/b>no es m\u00e1s que un ejemplo, porque hay muchos otros factores que influyen, como las compras m\u00faltiples, diferentes modelos de comportamiento de compra<\/a>, ulteriores puntos de contacto dentro del customer journey y el propio mercado de referencia con sus peculiaridades.<\/p>\n\n\n\n

Conocer a los propios clientes habituales, o los que est\u00e1n a punto de serlo, es una actividad fundamental para estudiar estrategias de marketing espec\u00edficas<\/b>. Volviendo al ejemplo anterior, nuestro restaurador podr\u00eda descubrir que algunos clientes van a su restaurante con motivo de una feria anual, o que otros acuden antes con su familia y luego con otros amigos a quienes les han hablado bien del men\u00fa y del servicio.<\/p>\n\n\n\n

El seguimiento continuo del customer lifetime value<\/b> permite estudiar los comportamientos de compra del cliente en el tiempo y entender si, por ejemplo, las inversiones realizadas en las actividades de marketing han sido eficaces para acercar a un nuevo tipo de clientela (por ejemplo, la de las ferias) o si quiz\u00e1 conviene concentrarse en la retenci\u00f3n de la clientela fiel<\/a> que vuelve con regularidad al restaurante.<\/p>\n\n\n\n

De hecho, seg\u00fan la ley de Pareto<\/a> aplicada en este \u00e1mbito, el 80 % de las ganancias procede de solo el 20 % de los clientes. As\u00ed pues, concentrar los esfuerzos de marketing en esta cuota m\u00e1s peque\u00f1a de clientela, pero la m\u00e1s activa, que ya conoce la marca de nuestra cadena de restauraci\u00f3n, podr\u00eda ser la decisi\u00f3n m\u00e1s econ\u00f3mica y, al mismo tiempo, m\u00e1s fruct\u00edfera, capaz de aumentar el valor de vida del cliente o customer lifetime value y reducir la tasa de abandono de la clientela.<\/p>\n\n\n\n

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Llega m\u00e1s lejos con tus campa\u00f1as de marketing con Marketing Cloud<\/h2>\n\t\t\t\t\t\t\t

Salesforce Marketing Cloud; la plataforma con IA que le acerca de forma personalizada a tu cliente, en cualquier canal.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t

\n\t\t\t\t\tVer Demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t
\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t
<\/div>\n\t\n\t\t\t\n\t\t\"\"\n\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\t\t\t\"\"\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"

El customer lifetime value o valor de vida del cliente, conocido tambi\u00e9n con las siglas CLV o, simplemente LTV (lifetime value), es un indicador important\u00edsimo para quien gestiona una empresa.<\/p>\n","protected":false},"author":1,"featured_media":894,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"c838d58fa641410a94f040fc2b00cbd7","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[6,8],"sf_content_type":[],"blog":[490,520],"coauthors":[118],"class_list":["post-892","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing-cloud","sf_topic-service","blog-marketing-cloud","blog-service"],"yoast_head":"\nCustomer lifetime value (Valor de vida del cliente): \u00bfqu\u00e9 significa? - Salesforce Blog<\/title>\n<meta name=\"description\" content=\"El customer 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