Customer lifecycle management

customer experience

The customer lifecycle is important to any business's strategy and marketing plan. It encompasses the stages from acquisition to retention and everything in between. Understanding how the journey progresses helps you better manage customer relationships over time, ensuring customers are happy, engaged, and motivated to continue doing business with your company.

What is Customer Lifecycle Management?

Customer Lifecycle Management (CLM) is a process that involves understanding the customer experience from acquisition to retention and beyond. It goes beyond simply tracking sales but rather looks at the entire journey customers take as they interact with a business.

Thus, CLM includes identifying key touchpoints and milestones in the customer journey, creating strategies for engaging customers throughout the cycle, and ultimately developing plans to optimize customer satisfaction and loyalty.

Customer Lifecycle Management FAQS

What are the 5 Stages of Customer Lifecycle?

Every customer lifecycle comprises five stages: awareness, acquisition, onboarding, engagement, and retention.

  • Awareness: The first stage is when customers become aware of your brand, product, or service. Here, you should build trust and create a strong impression that will draw people in.
  • Acquisition: This is getting customers to purchase from your business. It involves providing attractive offers, discounts, and promotions that make customers want to buy.
  • Onboarding: At this stage, you focus on keeping the customer satisfied and loyal by ensuring a smooth onboarding experience. This includes providing helpful resources such as product tutorials and customer support.
  • Engagement: Once customers are onboarded, it's time to engage them with your products and services. This means keeping them updated on new features, deals, and updates to your overall brand.
  • Retention: The final stage is retention, keeping customers happy and loyal. It involves ensuring they continue using your products and services and recommending you to their friends and family.

But wait, it doesn't stop there; even after retaining your best customers, you still have advocacy and reactivation responsibilities.

  • Advocacy: After customers become loyal to your brand, they may act as advocates who recommend you to other potential customers.
  • Ractivation or churn: This stage re-engages dormant customers who have not purchased from your business in a while or have recently opted out of certain services. It can involve targeted emails, campaigns, and discounts to reactivate these customers.

How Can CLM Help Businesses Retain Existing Customers?

CLM can help businesses retain existing customers by providing consistent, personalized experiences throughout their customer journey. CLM aims to build loyalty and trust by ensuring customers feel appreciated and valued. By understanding the customer's needs, businesses can create tailored offers and strategies to keep the customer engaged over time.

How Can Businesses Effectively Engage and Nurture Customers Throughout Their Lifecycle?

Here are a few tips goal-driven businesses like yours can leverage to engage and nurture customers throughout their lifecycle:

  • Providing relevant content and offers at every stage. This could include educational resources, such as product tutorials or online webinars, to help customers maximize their purchases. 
  • Offering incentives to keep customers returning, such as discounts on repeat purchases or special offers for loyal customers. 
  • Creating personalized experiences. Businesses should leverage customer data to create tailored messages, promotions, and offers that speak to the individual customer.

How Does CLM Contribute to Customer Loyalty and Advocacy?

CLM contributes to customer loyalty and advocacy by ensuring customers feel valued and appreciated throughout their journey. Through personalized experiences, businesses can build trust and engagement with customers, which helps them remain loyal over time. Additionally, CLM should focus on engaging customers by providing them with relevant and helpful content to ensure they remain engaged and keep coming back.

What are Some Best Practices for Implementing an Effective CLM Strategy?

Ensure your CLM strategy is tailored to the customer journey and includes all the key steps and goals. You also want to ensure each stage of the customer lifecycle is well-defined, and each goal is measurable. Here are a few more actionable best practices:

  • Invest in technology. Utilize advanced technologies such as a professional customer experience management platform and data analysis to gain insights into customers' behaviors and habits. This will help you segment customers accurately and create personalized experiences.
  • Ensure alignment between sales, marketing, and customer service teams. It is essential to have everyone on the same page when it comes to delivering a seamless customer experience.
  • Develop processes for feedback collection. Collecting customer feedback throughout their journey can help you identify areas of improvement or opportunities to engage them further.

How Can Businesses Identify and Acquire New Customers?

Businesses can identify and acquire new customers by leveraging various marketing tactics. These include:

  • Optimizing for search engine visibility, using pay-per-click (PPC) advertising, creating content such as blogs and videos, and leveraging influencers and social media platforms. 
  • Utilizing digital platforms to identify potential customers with similar demographic profiles or interests as their existing customer base. This helps you target the right audience.
  • Developing referral programs to encourage existing customers to refer their friends and family members. This helps acquire new customers without investing heavily in marketing.

Medallia is Your Go-To CLM Optimization Platform

Medallia is a customer experience management platform that helps businesses optimize their CLM strategies. Our software offers comprehensive tools and features to help you understand your customer's needs, track engagement, and provide personalized experiences. With Medallia, you can identify trends across different stages of the customer lifecycle and develop targeted strategies for each stage. Additionally, Medallia's advanced analytics capabilities help you measure the effectiveness of your CLM strategies and adjust accordingly.

Customer feedback

Customer insights

Customer relationship management (CRM)

Customer satisfaction (CSAT)

Customer service

Customer signals

Customer survey

Customer analytics

Customer centricity

Customer community