Customer Lifecycle Management

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Capabilities needed to personalize an online experience over time.

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  • Customer Lifecycle Management

    1. 1. Customer Lifecycle Management Capabilities needed to personalize an online experience over time. Created by: dirk shaw www.dirkshaw.com [email_address]
    2. 2. Customer acquisition... Increasing conversion… Reducing churn... You interested?
    3. 3. 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.
    4. 4. 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
    5. 5. Target Acquire Onboard Serve Grow Retain Customer Engagement Customer Lifecycle Personalize the experience a customer has with you over time
    6. 6. <ul><li>Target: Deliver the right message at the right time to the right channel </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>Brand management </li></ul><ul><li>Content Targeting </li></ul><ul><li>Customer Segmentation </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>Email marketing </li></ul><ul><li>Site marketing </li></ul><ul><li>Geo targeting </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>A/B Testing </li></ul><ul><li>Predictive offers </li></ul><ul><li>Mobile Marketing </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    7. 7. <ul><li>Acquire: Persuade the customer that you will meet and exceed needs </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>Offer Management </li></ul><ul><li>Persuasive content architecture </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>Community </li></ul><ul><li>Recommendations </li></ul><ul><li>*Scenario management </li></ul><ul><li>Rich media </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>*Behavioral Targeting </li></ul><ul><li>Instant Messaging </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    8. 8. <ul><li>Onboard: Convert prospects into customers </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>*Commerce </li></ul><ul><li>*Merchandising </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>*Product configurations </li></ul><ul><li>*Rich Visualization </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>Guided Selling </li></ul><ul><li>Contract Management </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    9. 9. <ul><li>Serve: Allow customers to self serve in a collaborative environment </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>Account Management </li></ul><ul><li>Customer Feedback </li></ul><ul><li>Ratings </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>Issue resolution </li></ul><ul><li>Real time alerts </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>Click to call </li></ul><ul><li>Innovation management </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    10. 10. <ul><li>Grow: Deepen your relationship with your customer base </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>Online Community’s </li></ul><ul><li>Special Pricing </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>Cross Sell </li></ul><ul><li>Lifecycle dialogs </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>Sales dashboards </li></ul><ul><li>Event based workflows </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    11. 11. <ul><li>Retain: Reduce your customer churn </li></ul><ul><li>Phase 1: Recognize: </li></ul><ul><li>Enhanced content </li></ul><ul><li>Phase 2: Anticipate </li></ul><ul><li>Event based dialogs </li></ul><ul><li>Knowledge Base </li></ul><ul><li>Expert location </li></ul><ul><li>Phase 3: Engage </li></ul><ul><li>Click to call </li></ul><ul><li>Instant messaging </li></ul>Customer Engagement Customer Lifecycle Target Acquire Onboard Serve Grow Retain Personalize the experience a customer has with you over time
    12. 12. <ul><li>Thoughts? </li></ul>

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