This seems like a simple question and most of our companies have a database full of figures that could tell us within seconds who spent the most money with our company last year, last month, or even last week.

But who pumped the most amount of revenue into your business last year is often not your best customer. This customer might have cost you in other ways. We all know who this customer is: the one who always has a custom order, the one who spends more time on the phone with your support team than they do working, the one who has the same billing question every month.

So how can you calculate the value your customers bring to your business?

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