Every year, as December approaches, one phrase echoes across boardrooms: “Let’s finalise the budget.” Forecasts get updated, marketing teams start negotiating for bigger digital spends, operations leaders push for technology upgrades, and finance teams sharpen the pencils on next year’s P&L. But while all this is happening, one metric, ironically the most important, often gets overlooked: Repeat Customers. Retention Rate. Lifetime Value (LTV). In an era where customer acqu