Customer
Lifecycle Management
Managing
customers throughout their lifecycles is the fundamental process
required to proactively achieve desired business results
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The
defined customer objectives and results determine which
stages of the lifecycle on which to focus and their
respective strategies, tactics, measures, and economics.
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The customer
lifecycle is the series of interactions that transform leads
into prospects, prospects into customers, and customers into
raving loyalists. Depending upon a variety of factors, a lifecycle
can be long and profitable or short and wasteful.
Converting
prospects into profitable long term customers requires:
- Understanding
and approaching the customer lifecycle as a manageable,
measurable process
- Creating
and exchanging ever increasing mutual value through continuous
learning
- Insuring
that the strategies, tactics, tools, skills and measures
applied at each step of the process are appropriate for
the specific step and for the particular customer/company
circumstances.
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