Retained customer value (RCV) represents the total revenue a business can expect from a customer over their retained period. It is a vital metric for assessing customer lifetime value (CLV) and measuring the impact of retention efforts. CRM platforms track RCV by analyzing purchasing behavior, subscription renewals, and engagement frequency. Companies with strong retention strategies, such as personalized experiences and proactive support, can maximize customer value over time. Increasing RCV leads to improved profitability and long-term growth.