Step Three: Increasing Customer Lifetime Value

In the last two posts, we talked about focusing on your most profitable offerings and streamlining your operations to reduce waste. Today, we’re shifting gears and tackling something that’s often overlooked: increasing customer lifetime value (CLV).

If you’ve never heard the term, don’t worry—there’s nothing complicated about it. CLV is just a fancy way of asking: How much value can you create from the customers you already have?

Because here’s the truth—most businesses pour their energy into chasing new customers. New ads, new campaigns, new promotions. And sure, new customers are great. But what about the ones who’ve already walked through your door, trusted you with their time and money, and proven that they value what you do?

The customers you already have are the easiest ones to sell to—and often the most profitable.

So instead of treating every customer like a one-and-done transaction, what if you created reasons for them to stick around, come back, and spend more over time? What if you turned them into loyal advocates for your business?

A Jackson Hole Adventure Outfitter

Let’s look at an example.

Picture a high-end adventure outfitter in Jackson Hole. They offer guided fly-fishing trips, backcountry skiing, and wildlife tours—premium experiences that attract wealthy tourists looking for once-in-a-lifetime adventures.

Here’s the challenge: most of these customers book a single activity while they’re in town, and then… that’s it. They enjoy the experience, head home, and the outfitter never hears from them again.

It’s easy to think, “Well, that’s just the nature of a tourism business.” But it doesn’t have to be.

If the outfitter wants to increase customer lifetime value, they need to think bigger. How can they create more opportunities for customers to spend money without feeling like they’re being sold to?

Here’s How to Increase CLV

First, they start by bundling their experiences. Instead of offering just single tours, they create packages that encourage customers to book more than one activity.

For example:

• A "Jackson Hole Weekend Adventure” includes a fly-fishing trip on Saturday, a wildlife tour on Sunday, and a private snowshoe trek on Monday.
• The “Backcountry Enthusiast” package combines private skiing lessons with premium gear rentals and an après-ski experience to cap off the day.

These packages don’t just increase revenue—they make the customer’s life easier. Instead of piecing together their itinerary, customers get a seamless, curated experience with zero hassle.

Second, the outfitter looks for ways to keep in touch after customers leave. They send a thank-you email one week after the trip—personalized, maybe with a photo from the adventure and a quick note from the guide.

A month later, they follow up again: “Ready for your next adventure? Book within the next three months and get 10% off your next tour.”

And a few months after that, they send out a seasonal update: “Winter’s here, and the Tetons are calling. Let us plan your perfect backcountry ski trip.”

These small, thoughtful touchpoints keep the outfitter top-of-mind. They don’t feel pushy—they feel personal. And when those customers think about their next trip to Jackson Hole, who are they going to call? The outfitter who delivered an incredible experience and stayed connected.

Finally, the outfitter adds a loyalty program for repeat customers. Book two adventures in one season? Get a discount on the third. Spend over $2,500 on tours? Unlock a private guided experience for your next trip.

These perks create a sense of exclusivity. Customers feel like they’re getting more value, and the outfitter gets more bookings. Win-win.

What Happens When You Focus on CLV?

By creating bundles, staying connected, and rewarding loyalty, the adventure outfitter has completely changed how they think about their customers.

• Instead of just one fly-fishing trip, customers are booking full weekends.
• Instead of disappearing after the trip, customers are staying in touch—and coming back for more.
• Instead of starting from scratch every season, the outfitter has a growing list of repeat customers who already know and love what they do.

The result? More revenue. More predictable bookings. And a business that feels sustainable, not chaotic.

What This Means for You

The idea of increasing customer lifetime value doesn’t just apply to adventure outfitters. It works for any business.

If you’re a restaurant, think about ways to get diners coming back—maybe with a VIP membership that includes perks like priority reservations or exclusive tasting events.

If you’re a service provider, create packages that reward long-term clients, or offer special add-ons for repeat business.

If you sell products, consider a subscription option or a loyalty program that encourages larger or more frequent purchases.

The goal is to ask yourself: How can I create more value for the customers I already have? How can I make them want to come back—and bring their friends with them?

Because when you focus on keeping your best customers happy, you don’t just increase their value to your business. You turn them into advocates—people who sing your praises, spread the word, and help you grow.

Increasing customer lifetime value isn’t about squeezing more money out of people. It’s about giving them more reasons to love what you do. It’s about creating experiences, perks, and connections that make them feel valued and keep them coming back.

And when you get this right, your best customers will become your biggest asset—not just for one sale, but for the lifetime of your business.

Stay tuned for the next post in this series, where we’ll dive into Step Four: Using Value-Based Pricing—because when you’re delivering this much value, you deserve to get paid for it.

Want to build stronger relationships with your customers and grow your business sustainably? Download my free guide, ‘Scale Your Business Profitably,’ for practical strategies you can start using today. Or schedule a Business Catalyst Consult, and we’ll create a plan to turn your customers into lifelong advocates

P.S. Your next big opportunity isn’t a stranger—it’s the customer who already knows you, loves you, and is waiting for a reason to come back. Let’s make that happen.