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Customer Lifecycle Management

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Information about Customer Lifecycle Management

Published on August 3, 2007

Author: dirkshaw

Source: slideshare.net

Description

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

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

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.

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

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

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

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

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

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

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

Onboard: Convert prospects into customers

Phase 1: Recognize:

*Commerce

*Merchandising

Phase 2: Anticipate

*Product configurations

*Rich Visualization

Phase 3: Engage

Guided Selling

Contract Management

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

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

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

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

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

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

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