Customer Value Optimization

Customer value optimization (CVO) refers to the strategies brands put in place to increase how much value customers bring to the brand in terms of loyalty, conversions, and recommendations.

What Is Customer Value Optimization (CVO)?

Customer value is the overall benefits a shopper provides a brand in terms of loyalty, purchases, and referrals. Customer value optimization (CVO), then, is the process of enacting strategies to increase that value. Brands undergo this kind of optimization process to advance a particular goal, such as increasing the number of customers, the average order value (AOV) per customer, or the number of conversions each customer completes. Successful brands start by assessing their current customers and their buying journeys to determine where they're losing business, where customers are getting stuck, and what aspects of their experience are dissuading them from purchasing. With these insights, brands can employ customer value optimization (CVO) strategies to improve the shopping experience and boost shoppers' overall value to the brand.

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