The customer is at the center of every business transaction, and keeping the customer engaged has never been more vital than it is now in a digital world. Customer Lifecycle Value is usually described as the amount of revenue or profit that a customer, or defined group of customers, generates over their projected lifetime of interaction with a company. But in today’s digital world, by delivering a continuous connected customer experience, it is possible to grow a customer’s interest and investment in a redefined relationship that benefits both the customer and the enterprise, resulting in a CLV model that measures interaction and investment at different stages of interaction.