Step one
One customer is worth
Step two
Now meet your generic twin
Same product. Same costs. Same market. The difference is that they never invested in any of the things that let you charge what you charge, or keep a customer as long as you keep one. So they charge what the industry charges, and they hold on to a customer about as long as everybody else does.
You Your generic twin
Step three
Step four
Both of those moves are brand investments
Moving right on that chart means charging more. Moving up means people staying longer. You buy either one the same way, by investing in the brand, whatever you have been calling it on the invoice. Here is what the next step in each direction is worth.
Moving right, on price
Moving up, on experience
How these are worked out
Your lifetime value is your average transaction, times the number of transactions, times your gross margin. Your twin's is that same figure with your price premium and your retention premium taken back out, which is what your two answers on the 0 to 10 scales set. The gap between the two is what you saw in step three.
Each figure above is your lifetime value recalculated one rung along that scale, minus what it is now. One thing worth knowing before you compare them: the rungs are not evenly spaced. They tighten around the middle of each scale, so a step near average is half the size of a step out towards the ends. Two moves that look equivalent on the chart are often not, and that alone can make one number look much larger than the other.
What I would do