In Peter Fader’s book Customer Centricity, he defines ‘customer lifetime value’ as the present value of the future (net) cash flows associated for a particular customer. With over 260,000 customers, Exotics Racing in Las Vegas and Los Angeles understands this concept very well. Charles Price, Corporate Sponsorship Executive, details the process by which Exotics Racing optimizes the customer lifetime value through their tiered approach.

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To hear the unedited interview, please visit our Youtube channel.