Which term describes the total combined customer lifetime values of all of a company's customers?

The term that best describes the total combined customer lifetime values of all of a company's customers is customer equity. Customer equity refers to the monetary value that a company expects to earn from its customer relationships over time. It quantifies the worth of a firm’s customer base by aggregating the lifetime value of each customer, which includes the total profit contribution each customer is anticipated to generate during their relationship with the brand.

This concept is critical in international marketing as it helps businesses understand the value of investing in customer relationships and the long-term benefits that can be derived from satisfied customers. Companies can develop strategies to increase customer equity through improved customer satisfaction, loyalty, and retention efforts, ultimately leading to enhanced profitability.

In contrast, customer relationship management focuses on strategies and technologies that companies use to manage interactions with potential and current customers, but it does not specifically measure total customer lifetime value. Customer retention rate looks at the percentage of customers a company retains over a period but does not provide a monetary value. Customer segmentation involves dividing a customer base into groups to tailor marketing strategies, which is also distinct from calculating customer equity.