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Question 2.3: Customer Lifetime Value Enhancement (15-20 marks)
Challenge Area: Customer Retention Challenges (<25% subscriptions lasting >6 months)
Format: Briefing Note to CFO
Requirement: "Calculate the current customer lifetime value based on provided metrics and identify THREE specific initiatives to increase CLV by 25%. Consider both revenue enhancement and cost reduction opportunities."
Professional Skills:
- Analysis (financial calculations)
- Commercial Acumen (value drivers)
- Evaluation (initiative prioritization)
Time Allocation: 33.75-45 minutes (including 3-5 minutes planning)