Abstarct: Today, in the uncertain world which the competition between the firms has created, being more profitable on the daily basis , is becoming more and more important, and there is a growing need for new tools in this competition. Profitability as the most prominent tool to evaluate organization's success , is closely related to the organization's customers and the interactions between the organization and them. Customer relationship management (CRM), since the 90s, has developed a new approach in this field. In customer relationship management, the firm balances itself, due to its customers' behavior. One of the most fundamental tools in CRM is known as customer lifetime value (CLV), which interprets how the firm was, is and will be, beneficiary of the interactions due to the customer. This research aims to develop a new model to determine CLV. The new model is baxsed on two important concepts. First, evaluating CLV has to be baxsed on the firm's strategy and the level of risk propensity. Since, this concept originally uses the past data to forecast the future, it is not logical to ignore the differences among firms' strategies in the market, and utilize a single model for them all. Because the risk propensity of the organization will define the type of the relationship in the future. In the presented model, using the previous works, and adjusting some, by means of the LOWA operators, this need was met. Second, the degree of the customer's loyalty is a highly prominent factor in this concept. Due to the fact that the loyal customers would provide a higher retention rate of the customers. As well, "loyalty" has a qualitative nature, making it hard to measure via common quantifiers. On the other hand "loyalty" is comparative, and should be measured and compared to other customers. In this research this quality has been measured by means of the LOWA operators and the dominance process, and reflected in the model.