--- title: "Customer lifetime value playbook for Concierge | Chargezen" description: "A Concierge playbook that works out what customers have actually spent with you, with average, median and spread, by first-order month or first product." url: "https://chargezen.com/concierge/playbooks/customer-lifetime-value" lang: "en" --- Canonical URL: https://chargezen.com/concierge/playbooks/customer-lifetime-value # Learn what a customer is really worth to you. Ask what customers spend over their whole history with you. Concierge works out net revenue per customer, with the average, the median and the spread, grouped by first-order month or first product. [Start Concierge](https://admin.chargezen.com/signup?product=concierge) and median per customer Average and median per customer by first month or first product Groups by first month or first product labelled, never a guess Historical labelled, never a guess The problem An average alone can mislead: a few big spenders pull it up. And many lifetime value figures are forecasts dressed up as facts. This playbook reports what customers have actually spent, says what it can't work out, and labels the answer clearly. ## What it reads. ### Your full order history Orders from your very first one, so totals cover each customer from the start. ### Order lines The products in each order, when you group by the first product a customer bought. ### Collections Your Shopify collections, when you group by collection instead. ### Honest limits There's no product cost data in the copy, so it won't invent a margin or a forecast. ## The steps it follows. 1. 1 ### Prepare the data Concierge prepares a private copy of your orders back to the first one, plus order lines and collections when needed, and opens it on its own computer. 2. 2 ### Total each customer Net revenue per customer. Orders with an unknown net total are counted and left out. 3. 3 ### Show the spread Average and median per customer, how many customers, and the quartiles. 4. 4 ### Group it your way By first-order month, or by first product, collection or another grouping you name. ## A worked example. A made-up store, to show how the playbook works from question to answer. The store A pet food brand with one-time orders and subscriptions, selling on Shopify since 2023. The question "Which first product leads to the most valuable customers?" What Concierge does Prepares every order since the store's first, plus order lines and collections, finds each customer's first order, and totals net revenue per customer. What comes back One row per first product: customers, average and median net revenue, and quartiles. A note that this is historical value, and that value after costs would need unit costs the data doesn't have. How to read it Look for products where the median, not just the average, is high. That means typical customers who start there spend more, not just a few big buyers. A good next question "Same thing by first-order month for 2025." Or see whether those customers keep ordering with the cohort retention playbook. This store is invented for illustration. It is not a Chargezen customer, and no results are shown: your answer depends on your own data. ## Run it, then make it yours. You don't need to name the playbook. Concierge reads each playbook's "When to use" line and opens the one that fits your question. In the Chargezen admin Type your question in Ask Concierge, for example: "Which first product leads to the most valuable customers?" Concierge does the work and replies with the answer and any files. In ChatGPT or Claude Connect Chargezen to ChatGPT or Claude, then ask Concierge from the chat. The request goes to your workspace's own agent, with the same playbooks, and the reply comes back to the chat. In the Finn app for iPhone Type or dictate the question in the chat box on Home and send it to your agent. It's the same agent with the same playbooks. Change the steps Open Concierge > Build > Playbooks, pick Customer lifetime value and edit the instructions. Edits apply to new requests; work already under way keeps the version it started with. Use your definitions If you've saved a definition for a term the playbook uses, like what counts as an active customer, Concierge applies yours instead and prints it in the answer. Choose who uses it It starts switched on for your workspace's operator agents that can analyze store data. Switch it on for other agents under Agents, archive it, or click New Playbook to write your own. ## What you get back. ### Average and median Both, so you can see when big spenders skew the average. ### Value by group Which first months or first products lead to customers who spend more. ### Clear labels Historical value, labelled as such, never a forecast passed off as fact. ## Get answers you can check, without the spreadsheet afternoon. Every Concierge workspace starts with these playbooks. Ask a question in plain English and see the numbers and the work behind them. [Start Concierge](https://admin.chargezen.com/signup?product=concierge) [Back to Concierge](https://chargezen.com/concierge) ## Common questions ### What does the Customer lifetime value playbook answer? What a customer is worth to you so far: net revenue per customer over their history, with the average, median and spread, overall or grouped by first-order month, first product or another grouping. ### When should I use it? When you are setting how much you can spend to win a customer, comparing where your best customers come from, or deciding which product to lead with in ads. ### Can it predict future value or value after costs? Not from this playbook. Your store data in the copy has no product costs and no forecasting model, so it says so and gives historical value, clearly labelled. ### Do I have to name the playbook when I ask? No. Concierge sees the title and "When to use" line of every published playbook switched on for the agent, and opens the full steps only when one fits your question. You can still say "use the Customer lifetime value playbook" to be sure. ### Can I change how it works? Yes. It's your workspace's playbook: edit the steps, rename it, switch it on for other agents, archive it or delete it under Concierge > Build > Playbooks. A deleted default playbook stays deleted. ### How much does it cost? Running a playbook is a Concierge job, so it uses your workspace credits like any other job when Concierge runs on Chargezen-managed AI models. Concierge Starter is $20 a month with 20,000 credits. Pro is $199 a month with 199,000 credits, or $1,990 a year. ## More playbooks and guides. [ ### The playbook library All eight analysis playbooks every workspace starts with.](https://chargezen.com/concierge/playbooks) [ ### Cohort retention Do customers come back after their first order? Month by month, group by group.](https://chargezen.com/concierge/playbooks/cohort-retention) [ ### RFM segments Your champions, new customers and the ones slipping away, with the rules shown.](https://chargezen.com/concierge/playbooks/rfm-segments) [ ### What playbooks are Write your own methods and choose which agents follow them.](https://chargezen.com/concierge/features/playbooks) [ ### Glossary: lifetime value What customer lifetime value means.](https://chargezen.com/glossary/ltv-lifetime-value) [ ### Answers business questions How Concierge pulls your data and runs the numbers on its own computer.](https://chargezen.com/concierge/features/data-analysis)