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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.
Posted by Jeff.
