1) The document discusses optimizing customer experiences across the lifecycle to improve retention. It outlines how understanding the customer lifecycle and using data can help personalize engagement. 2) Key aspects covered include understanding the age of instant gratification, delivering proactive and personalized experiences across channels, and using tools like the RFM framework and segmentation to optimize experiences for customers in different lifecycle stages. 3) The CleverTap platform is presented as a way to gain insights from unified customer data to orchestrate hyper-personalized engagement strategies and improve retention through customer lifecycle management.

1. The Future of Customer Engagement:
Optimizing Customer Experiences to
Improve Retention
1

2. Mack Keyvani
Head of Product,
15 Seconds of Fame
Raghav Kumar
Customer Marketing,
CleverTap
About Our Speakers

3. Agenda
• Mobile Marketing in 2019
• Understanding Customer Lifecycle Management
• Building Relationships with Customers
• Optimizing Experiences Across the Lifecycle
• About CleverTap & Resources
3

4. Mobile Marketing in 2019:
An Age of Instant Gratification

5. We Live in an Age of
Instant Gratification
Omnichannel
Personalized
Proactive
5

6. Hyperconnected Users in an Age of Instant Gratification
Expecting Great Experiences
Always Plugged In
Different Locations
Different Devices
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7. Delivering on the Promise
of Instant Gratification

8. Users demand
Proactive Information
Users Expect Brands to Anticipate Their Needs
76%
Expect brands to
anticipate their needs
and make relevant
suggestions.
o f u s e r s
Expect brands to innovate
and provide better value
that aligns with their needs.
63% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
Omnichannel
Proactive
Personalized
8

9. Users expect
Personalized Engagement
Users Want to Be Treated as Humans and Not Data
Points
84%
Say being treated like a
person, not a number is
the key to winning.
o f u s e r s
Say a brand’s ability to
understand their individual
needs builds loyalty.
70% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
Omnichannel
Personalized
Proactive
9

10. Users thrive on
Omnichannel Experiences
Users Expect Consistent Brand Experiences
Will switch brands if they get
inconsistent experiences
across engagement channels.
73% o f u s e r s
Source- https://www.salesforce.com/research/customer-expectations/
3.64
Every user is going to
interact with your brand
across almost 4 devices
devices
Omnichannel
Proactive
Personalized
10

11. Relationship
Centric
Customer
Centric
+Service
s
A Shift from
Product
to
Relationship
Marketing
1980s 1990s 2000s TODAY
Products
11

12. Disruption
is
Inevitable!
Innosight reports that nearly half
of the S&P 500 will be replaced
over the next 10 years
MEDIA &
OTT
FOOD TECH
ECOMM
TRAVEL
12

13. What Does It Take to Deliver on the
Promise of
Relationship Marketing?
Get a
Single View of
Your Customer
1
Orchestrate User
Experiences
Across Channels
32
Automate User
Segmentation
Strategies
13

14. • Centralized Customer Platform
• Unified Data from All Sources
• Comprehensive User Profiles
Eliminate
Data Silos
S I N G L E
C U S TO M E R
V I E W
WEB ANALYTICS
(Web Activity)
CRM
(Account Data)
POS
(Transactional Data)
EMAIL
(Clickstream)
SMS
(Contact Info)
SOCIAL MEDIA
(Social Profile)
1
14

15. Automate
User
Segmentation
M ANU AL SEGM ENT AT IO N
At 400 Users
At-Risk Users
Inactive Users
New Users
Champion Users
• Real-time User Segmentation
• Customer Insights powered by AI/ML
• Predictive modeling for better ROI
2
15

16. Automate
User
Segmentation
2
• Real-time User Segmentation
• Customer Insights powered by AI/ML
• Predictive modeling for better ROI
At 4 Million Users
AUT OM AT E D SEGM ENT AT IO N
With Machine Learning & AI
At-Risk Users
Inactive Users
New Users
Champion Users
16

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• Omnichannel Campaigns
• Personalized Messaging
• Prescriptive Engagement
Orchestrate
Across Channels
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33
17

18. • Omnichannel Campaigns
• Personalized Messaging
• Prescriptive Engagement
Orchestrate
Across Channels
3
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U S E R D
U S E R E
Now Orchestrate Across Multiple Users
18

19. Optimizing the Customer Lifecycle

20. Customer Lifecycle Management (CLM)
Marketing to users based on which stage they are in
• Lifecycle is not linear
• Effective CLM = Increased Profitability
• Effective CLM = Improves LTV

21. Optimizing Experiences and
Maximizing Retention
with the RFM Framework

22. RFM (Recency, Frequency, Monetary) Analysis
Putting data science into the hands of growth & retention teams

23. Mapping RFM Analysis To Lifecycle Stages

24. Optimizing Experiences
Across the Customer Lifecycle

25. Optimize Experiences Across Lifecycle Stages
Reward Loyal Customers
• Gift coupons personalized by their interests
• Upsell to Champion benefits
Reward Champions
• Early access to content & products
• Concierge services
Monetize Promising
• Limited time offers
Monetize Potential Loyalists
• Bundle deals for higher spends
• Recommendations based on interest
Reactivate Cannot Lose Them
• Discounts, Credits
• Best selling content/products newsletters
Reactivate About to Sleep & At Risk
• Remarketing on social media channels
• Ask for feedback about declining behavior
Retain New Customers
• Onboarding, education of USP’s
• Increase reachability via. email, phone etc.
Acquire
• Lookalikes of your best segments

26. The Benefits
Why you should use RFM as the basis of your CLM.
1
Actionable
2
100%
Automated
3
Flexible.
Learns & Adapts
to your growth

27. About

28. The CleverTap Customer Lifecycle Management (CLM) Platform
CLM AND ENGAGEMENT SUITEDrive Long Term
User Retention and
Revenue Growth
Marketing
Analytics
Omnichannel
Campaigns
Marketing
Automation
Personalization
At Scale
Geolocation
Targeting
Experimentation
& Testing
MobileDesktop CRM POS Call Center
Unify Data Across Silos &
Get a Single Customer View
REAL-TIME CUSTOMER INSIGHTS
AI/ML Powered Customer Insights
Get Actionable
Data Driven Insights
ADVANCED SEGMENTATION ENGINE
Intent Based, Automated and Psychographic Segmentation
Orchestrate
Hyper Personalized
Engagement Strategies
CUSTOMER DATA PLATFORM
Uncover Relevant Customer
Behaviors
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29. We’re trusted by today’s top brands
8000
CUSTOMERS
1.5 billion
DEVICES REACHED
120 BILLION
EVENTS PROCESSED PER
MONTH
80 billion
MESSAGES SENT PER MONTH
29

30. Questions?

31. Thank You!
31