This paper investigates the determinants of customer profitability analysis (CPA) during the COVID-19 crisis in the emerging market of the United Arab Emirates (UAE). An exploratory study was conducted using the inductive approach. Primary data was collected through semi-structured interviews. The content analysis was used to analyze the interviewees’ responses. Participants indicated that the most common way to measure customer profitability analysis was the customer-to-customer basis method every month due to the COVID-19 pandemic. The most crucial customer profitability analysis determinants include internal and external factors such as sales pricing, accurate data reporting, sales revenue, loan availability, and government regulations. Furthermore, customer lifetime value (CLV) measurement depends on bankruptcy rates, cash flow crunch, and operational shutdown. This paper increases our understanding of customer profitability analysis during the pandemic. It provides valuable guidelines for accountants and managers to improve firms’ performance.