The sum of CLV for all the customers of a firm is termed as business case.

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The sum of Customer Lifetime Value (CLV) for all the customers of a firm is not termed as business case; it is often referred to as the total customer lifetime value or aggregate CLV, which represents the total value all customers are expected to bring to the company over their lifetimes. A business case, on the other hand, is a document or argument that outlines the justification for the start-up of a project or task, including the benefits, costs, and risks.

The Sum of CLV for All the Customers of a Firm