Customer Lifecycle Management
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Customer Lifecycle Management

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Capabilities needed to personalize an online experience over time.

Capabilities needed to personalize an online experience over time.

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  • Do you feel the view will be any different with respect to the interventions in the above CLM since the time you created this slide deck (6 years ago).
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  • I like the customer journey bit well articulated
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  • good article. We also have CRM customer relationship management at our site www.cehnigeria.com
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  • you can download it also in our site cehnigeria.com
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  • To read more about customer life cycle .Visit my site at www.cehnigeria.com
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Customer Lifecycle Management Customer Lifecycle Management Presentation Transcript

  • Customer Lifecycle Management Capabilities needed to personalize an online experience over time. Created by: dirk shaw www.dirkshaw.com [email_address]
  • Customer acquisition... Increasing conversion… Reducing churn... You interested?
  • Forrester recently surveyed 221 marketing technology decision-makers and influencers to discover their priorities and plans for technology adoption in 2007. Respondents resoundingly agree that improving customer experiences is their top technology theme — in particular, improving online experiences.
  • Three reasons to invest in Customer touch point management An increase of customer loyalty of 1 percent is equivalent to a 10 percent cost reduction (source: Bain & Co.) The probability of selling to a new prospect is only 5 percent to 20 percent while the probability of selling to an existing customer is 60 percent to 70 percent (source: Marketing Metrics) Customer loyalty accounts for 38 percent of margin, 40 percent of revenue growth and 38 percent of shareholder value (source: Accenture Research). Save Money Increase sales Grow Profitability
  • Target Acquire Onboard Serve Grow Retain Customer Engagement Customer Lifecycle Personalize the experience a customer has with you over time
    • Target: Deliver the right message at the right time to the right channel
    • Phase 1: Recognize:
    • Brand management
    • Content Targeting
    • Customer Segmentation
    • Phase 2: Anticipate
    • Email marketing
    • Site marketing
    • Geo targeting
    • Phase 3: Engage
    • A/B Testing
    • Predictive offers
    • Mobile Marketing
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Acquire: Persuade the customer that you will meet and exceed needs
    • Phase 1: Recognize:
    • Offer Management
    • Persuasive content architecture
    • Phase 2: Anticipate
    • Community
    • Recommendations
    • *Scenario management
    • Rich media
    • Phase 3: Engage
    • *Behavioral Targeting
    • Instant Messaging
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Onboard: Convert prospects into customers
    • Phase 1: Recognize:
    • *Commerce
    • *Merchandising
    • Phase 2: Anticipate
    • *Product configurations
    • *Rich Visualization
    • Phase 3: Engage
    • Guided Selling
    • Contract Management
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Serve: Allow customers to self serve in a collaborative environment
    • Phase 1: Recognize:
    • Account Management
    • Customer Feedback
    • Ratings
    • Phase 2: Anticipate
    • Issue resolution
    • Real time alerts
    • Phase 3: Engage
    • Click to call
    • Innovation management
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Grow: Deepen your relationship with your customer base
    • Phase 1: Recognize:
    • Online Community’s
    • Special Pricing
    • Phase 2: Anticipate
    • Cross Sell
    • Lifecycle dialogs
    • Phase 3: Engage
    • Sales dashboards
    • Event based workflows
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Retain: Reduce your customer churn
    • Phase 1: Recognize:
    • Enhanced content
    • Phase 2: Anticipate
    • Event based dialogs
    • Knowledge Base
    • Expert location
    • Phase 3: Engage
    • Click to call
    • Instant messaging
    Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    • Thoughts?