upporters can become Friends and the lifetime value will increase while the income of War Child will rise. 1.2.5 Customer lifetime value Good CRM helps to create customer satisfacti Foreign Country Question on. Customer satisfaction brings loyal customers and positive word of mouth. Studies show that less satisfied customers, will bring an enormous drop in loyalty of the entire company. This is the reason why c Foreign Country Questionompanies need to focus more on customer delight and not only on customer satisfaction. Customer delight will bring customer life time value. Kotler and Armstrong (2014) explain the customer lifetime value as all the purchases a customer makes over an entire lifetime of patronage. (Estrella-Ramón, Sánchez-Pérez, Swinnen, VanHoof, 2013) are writing about the benefits of Customer lifetime value. To start, CLV gives an indication about the future health of a company and the customer profitability (CP) of individual customers. Customer profitability can b Foreign Country Question e defined as the profit a company gets from a customer after the expenses to support that customer. So it is the revenue a company gets over a period of time minus the support costs of the customer (Estrella-Ramón, Sánchez-Pérez, Swinnen, VanHoof, 2013). It can be difficult to get an indicatio Foreign Country Questionn of these topics by using traditional methods. Thereby, CLV is trustworthy because Foreign Country Question  it has a structured approach to get indications and future forecasts about the cash flow. CLV can be seen as the most popular customer value measure nowadays. Most of the traditional measurements are not specific enough, examples are market share and brand awareness. CLV is focussing on the return on investment on the long ter Foreign Country Questionm and the future health of the company. 1.2.6 Customer journey To create a customer journey, it is important to understand and identify the current customer journey. It is crucial to know where to begin with the transformation. As mentioned earlier, War Child creates a missed opportunity by not having any suitable approach for the group ‘’Supporters of third party actions’’. A lot of organizations exceed in individual interactions with customers. However, many companies have less or no attention at all for the complete customer experience. (Rawson et al., 2013)>