Is Customer Lifetime Value Changing?

The old assumptions about customer lifetime value and how long a customer will stay to you have changed. How can a bank really work out how profitable a customer is going to be over the long term anymore? It's just really hard. This has been going on for a couple of decades and customer behaviour is slow to change. Some of the leading European banks started monitoring how much money customers were transferring out to Revolut, to PayPal, etc. They can see, do we still actually have someone's core transactional account or are we losing it?

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