Defining the customer lifecycle, Part 1
May 14 2007
I am working on rewriting our customer lifecycle document (get the current one here). What is the customer lifecycle?
The customer lifecycle is based on customer loyalty, however, many clients that I speak to mistake revenue for loyalty. Now, I agree that revenue is an important component, but loyalty is also made up of brand awareness and brand interaction. The customer lifecycle should be based on the loyalty of a customer and their interaction with your brand. Your lifecycle program needs to be a flexible and dynamic experience.
In Part 2 I will talk about the steps to building loyalty and part 3 will focus on what does it mean when it comes to developing an email program to grow customer loyalty for the customer lifecycle.
Published in Calculating Value on Monday, May 14th, 2007
