The document discusses customer engagement objectives to increase revenue and customer lifetime value. It aims to increase revenue per customer through the customer lifecycle by strengthening retention with engagement promotions. The document references a customer lifecycle diagram showing stages from leads to first-time buyers to active buyers, and discusses detecting and sending winback campaigns to defecting gold customers.

1. Customer engagement - objectives
revenue
Increase customer lifetime value
Customer Lifecycle
Increase revenue per customer
Customer lifecycle
Customer lifecycle
& strenghten retention
WITH customer
WITHOUT customer
engagement promotions
engagement promotions
Higher conversion rate
Winback defecting
2
1
3
a
Leads
First-time
Buyers
Active
Buyers
Defecting Customers
stages

2. 4 key questions – WHEN
revenue
DEFECTING GOLD BUYER
SEND WINBACK CAMPAIGN
DETECTED !
Leads
First-time
Buyers
Active
Buyers
Defecting Customers
stages

3. 4 key questions – HOW
revenue
Leads
Channels
First-time
Buyers
Active
Buyers
De