A survey of 221 marketing technology decision-makers found that improving customer experiences, especially online experiences, was their top priority. Investing in customer lifecycle management can increase customer loyalty by 1%, equivalent to a 10% cost reduction. It is 5-20% likely to sell to a new prospect but 60-70% likely to sell to an existing customer. Customer loyalty accounts for 38% of margin, 40% of revenue growth, and 38% of shareholder value. The document outlines the phases of targeting, acquiring, onboarding, serving, growing, and retaining customers to personalize their experience over the lifecycle.

1. Customer Lifecycle Management Capabilities needed to personalize an online experience over time. Created by: dirk shaw www.dirkshaw.com [email_address]

2. Customer acquisition... Increasing conversion… Reducing churn... You interested?

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. 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. Target Acquire Onboard Serve Grow Retain Customer Engagement Customer Lifecycle Personalize the experience a customer has with you over time

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

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