Traditional customer relationship management has generally evaluated customers according to the economic value of their own transactions. Measures such as sales revenue, customer lifetime value (CLV), retention rate, and purchase frequency help organizations identify customers who generate greater direct financial returns. However, in digitally connected markets, a customer can create value that extends far beyond his or her own purchases. Customers influence friends, colleagues, online communities, social-media audiences, and other potential customers. They may provide referrals, generate reviews, create content, strengthen brand reputation, and facilitate access to other customers. The economic value generated through these relationships can be conceptualized as customer network value (CNV).

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