{"id":3190,"date":"2024-04-08T09:30:00","date_gmt":"2024-04-08T08:30:00","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=3190"},"modified":"2024-04-22T14:30:58","modified_gmt":"2024-04-22T13:30:58","slug":"customer-lifetime-value-cosa-significa","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/it\/blog\/customer-lifetime-value-cosa-significa\/","title":{"rendered":"Customer lifetime value: cosa significa?"},"content":{"rendered":"\n<p>Il <strong>customer lifetime value<\/strong>, conosciuto anche con l\u2019acronimo CLV o pi\u00f9 semplicemente <strong>LTV (lifetime value)<\/strong>, \u00e8 un indicatore importantissimo per chi gestisce un\u2019impresa. Si tratta di una metrica strettamente collegata al fatturato di un\u2019azienda che indica di fatto <strong>le entrate che un cliente genera <\/strong>durante il suo rapporto con l\u2019azienda.<\/p>\n\n\n\n<p>Facciamo ora un esempio per chiarire il <strong>significato di lifetime value<\/strong>: se un cliente viene a mangiare due volte al mese in una catena di ristoranti e spende in media 150 Euro, nell\u2019arco di un anno il suo CLV sar\u00e0 di 3.600 Euro. Sottraendo il costo delle attivit\u00e0 di promozione del ristorante e il costo del servizio, ovvero delle materie prime e del personale, si otterr\u00e0 un <strong>customer lifetime value <\/strong>molto pi\u00f9 realistico.&nbsp;<\/p>\n\n\n\n<p>Naturalmente questo <strong>calcolo del lifetime value<\/strong> \u00e8 solo un\u2019esemplificazione perch\u00e9 intervengono tanti altri fattori come acquisti multipli, <a href=\"https:\/\/www.salesforce.com\/it\/blog\/funnel-marketing-definizione\/\">diversi modelli di comportamento d\u2019acquisto<\/a>, maggiori touchpoint all\u2019interno del <a href=\"https:\/\/www.salesforce.com\/it\/blog\/costruzione-perfetto-customer-journey\/\">customer journey<\/a> e lo stesso mercato di riferimento con le sue peculiarit\u00e0.<\/p>\n\n\n\n<p>Conoscere i propri clienti abituali, o quelli in procinto di diventarlo, \u00e8 un\u2019attivit\u00e0 fondamentale per studiare strategie di marketing mirate. Ritornando all\u2019esempio precedente, il nostro ristoratore potrebbe scoprire che alcuni clienti vengono nel suo ristorante in occasione di una fiera annuale, oppure che altri vengono prima con la propria famiglia e poi insieme ad altri amici a cui hanno parlato bene del men\u00f9 e servizio.<\/p>\n\n\n\n<p>Il <strong>continuo monitoraggio del customer lifetime value<\/strong> permette di studiare i comportamenti d\u2019acquisto del cliente nel tempo e capire se per esempio gli investimenti fatti nelle attivit\u00e0 di marketing sono stati efficaci per avvicinare un nuovo tipo di clientela (quella delle fiere per intenderci) o conviene forse concentrarsi sulla retention della clientela fedele che torna con regolarit\u00e0 al ristorante.<\/p>\n\n\n\n<p>Secondo infatti la <a href=\"https:\/\/help.tableau.com\/current\/pro\/desktop\/it-it\/pareto.htm\">legge di Pareto<\/a> applicata in questo ambito, l\u201980% dei guadagni deriva soltanto dal 20% di clienti. Quindi concentrare gli sforzi di marketing su questa fetta pi\u00f9 piccola di clientela, ma la pi\u00f9 attiva che gi\u00e0 conosce il marchio della nostra catena di ristorazione, potrebbe rivelarsi la scelta pi\u00f9 economica e allo stesso tempo pi\u00f9 proficua, cos\u00ec da innalzare il valore del <strong>customer lifetime value<\/strong> e abbassare il tasso di abbandono della clientela.<\/p>\n\n\n\n<div class=\"layout-one wp-block-salesforce-blog-offer\">\n\t<div class=\"wp-block-offer__wrapper\">\n\n\t\t<div class=\"wp-block-offer__content\">\n\t\t\t<h2 class=\"wp-block-offer__title\">Trasforma ogni interazione in un traguardo di successo<\/h2>\n\t\t\t\t\t\t\t<p class=\"wp-block-offer__description\">Conquista i clienti e costruisci relazioni di fiducia durevoli grazie al marketing digitale data-first.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"wp-block-button\">\n\t\t\t\t\t<a class=\"wp-block-button__link\" target=\"_self\" href=\"https:\/\/www.salesforce.com\/it\/form\/demo\/demo-marketing\/?nc=7013y0000022VdgAAE\">Guarda la demo<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t<div class=\"wp-block-offer__media\">\n\t\t\t\t\t<\/div>\n\t<\/div>\n\n\t\t\t<div class=\"wp-block-offer__graphics wp-block-offer__contour\"><\/div>\n\t\n\t\t\t<!-- Standard Illustration -->\n\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__illustration\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-illustration-layout-one.png\" alt=\"\">\n\n\t\t<!-- Small Accent Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__accent\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-accent-layout-one.png\" alt=\"\">\n\t\t\n\t\t<!-- Left Side Illustration -->\n\t\t\n\t\t<!-- Cloud Illustration -->\n\t\t\t\t\t<img decoding=\"async\" class=\"wp-block-offer__graphics wp-block-offer__cloud\" src=\"https:\/\/www.salesforce.com\/it\/blog\/wp-content\/themes\/salesforce-blog\/dist\/images\/offer-block\/offer-cloud-layout-one.png\" alt=\"\">\n\t\t\n\t<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Che cos&#8217;\u00e8 il customer lifetime value? Perch\u00e9 \u00e8 importante? Come monitorarlo? Scopri questo e molto altro nell&#8217;articolo dedicato.<\/p>\n","protected":false},"author":56,"featured_media":3191,"comment_status":"open","ping_status":"open","sticky":true,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[11],"sf_content_type":[],"blog":[1114],"coauthors":[2],"class_list":["post-3190","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-sales","blog-sales"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Customer lifetime value: cosa significa? | Salesforce<\/title>\n<meta name=\"description\" content=\"Che cos&#039;\u00e8 il customer lifetime value? Perch\u00e9 \u00e8 importante? 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