← Customer Value Management
CVM Service

ARPU & CLV Optimisation

Grow value per customer with disciplined up-sell, cross-sell and pricing across the lifecycle — turning the base you already have into your biggest growth market.

SF
The challenge

Acquisition gets the attention and the budget while the existing base — by far the cheaper growth — is left flat. The upside hiding inside your current customers goes uncaptured.

How I approach it

A clear path to a usable result

01
Find the headroom

Identify where ARPU and lifetime value can grow within segments, by product and by lifecycle stage.

02
Design the moves

Up-sell, cross-sell and pricing actions matched to customer value and propensity.

03
Sequence the lifecycle

Coordinate the moves across the customer lifecycle so growth compounds instead of cannibalising.

What's included

Deliverables

ARPU & CLV headroom analysisUp-sell / cross-sell play designPricing and bundling guidancePropensity-matched targetingValue-growth measurement
Typical timeline
6–10 weeks
Engagement
Analytics + design
Proven outcomes

What this has delivered

Signed-off results from comparable engagements — not projections.

ARPU +4%
On the base
$200M+
Incremental / year
CLV
Lifted by segment
Frequently asked
Isn’t growing ARPU just raising prices?+
No. Sustainable ARPU growth comes from matching the right product and value to the right customer at the right time. Blunt price rises drive churn; targeted value growth does the opposite.
How does this relate to CLV?+
ARPU is the immediate lever; CLV is the long game. I optimise both together so near-term revenue and lifetime value move in the same direction.
Related CVM services
Customer 360 & Segmentation →Next-Best-Offer Engines →Churn Prediction & Retention →

Grow the value of the base you have

If acquisition is eating the budget while the base sits flat, let’s unlock the growth already inside it.

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