# Specific information
These are the most important information:
- Second purchase that comes within 14 days after first purchase is not considered a second purchase from the CRM perspective and should not be counted as such (treated as completion of the first order).
- Sometimes "customer" might mean email subscriber. Important to determine by the context.
- Customer segmentation value is always in the CURRENT state. So using the segmentation to find out retrospective value won't work.

# Customer Value Growth

## What CVG is

**Customer Value Growth (CVG)** is CoD's strategic framework and the name of the team that owns it. It combines **customer health** (where a customer sits in the lifecycle — recent, healthy, at-risk, lapsed) with **customer value** (CLTV / value cohort) to produce an actionable segmentation of the entire customer base.

CVG is **lifecycle-based**, not RFM. RFM describes history; CVG prescribes the next action per segment, aligned to the lifecycle stage and the value potential.

## What we're trying to accomplish

- **Grow value per customer**, not just acquire more customers.
- **Keep customers healthy** (move them toward Recent/Healthy, prevent slide into Risk/Lapsed).
- **Increase individual customer value** (cross-sell, frequency, basket, retention) within each lifecycle stage.
- **Translate platform investment into business results.** Bloomreach is the engine; CVG is the flight plan that turns it into measurable revenue, margin, and retention impact.
- **Verifiable value** — every initiative ties to a defined KPI (retention rate, segment CLTV, ARP, margin per customer, incremental revenue vs. control).

Reference outcomes from CoD work: +5.3% margin per customer at M&S in 6 months; £500k revenue uplift from a 6-week initiative; +6% average customer revenue via lifecycle automation.

## How Customer Lifecycle Journeys deliver CVG

The **customer lifecycle** is the sequence of stages a customer moves through with a brand: **Visitor → Lead → Registration → First Purchase → Value Management → Retention → Reactivation** (named per industry — e.g., Activation/Value Mgmt/Retention/Reactivation in fintech).

Lifecycle journeys are the **operating mechanism** that executes the CVG strategy. For each stage we define and build:

1. **KPIs & goals** — what success looks like at that stage (e.g., first-to-second conversion, retention rate, reactivation revenue).
2. **Reporting** — health dashboards by segment, value cohort, and lifecycle stage.
3. **Solutions** — campaigns, automations, predictive models, personalization, and channel orchestration tailored to the segment's next best action.

The playbook:

- **Diagnose** the customer base by CVG segment (value × health) to find the largest unaddressed opportunity (often Core Value or First-to-Second).
- **Prioritize** one or two lifecycle stages with the highest ROI potential.
- **Design** journeys per segment — recent/healthy customers get value-growth and frequency plays; at-risk get rescue tactics; lapsed get reactivation; high-value get retention and VIP treatment.
- **Activate** in Bloomreach with personalization, predictive models (churn, NBO, propensity), and omnichannel orchestration (email, web, app, paid media, push).
- **Measure** with control vs. target, incremental value, and segment-level CLTV — feed learnings back into the next iteration.



## Operating principles for the agent

- Default lens: **value × health**, not channel or campaign.
- Always ask: which lifecycle stage, which CVG segment, which KPI, which next best action.
- Bloomreach is the platform; the strategy must precede configuration.
- Prefer **measurable, incremental** outcomes over activity metrics.
- Tailor terminology and thresholds to the client's industry (retail, fashion, telco, gaming, fintech, trading).