SevenStepstoEffectiveCustomerLifecy

Seven
Steps
to
Effective
Customer
Lifecycle
Communications
Introduction
Tight
budgets.
Fewer
resources.
More
work.
Now,
more
than
ever,
marketing
professionals
are
under
pressure
to
increase
productivity.
Job-­‐one
is
generating
demand
for
new
and
repeat
business.
To
succeed,
savvy
marketers
are
adopting
customer
lifecycle
marketing
strategies
that
maximize
the
lifetime
value
of
customers.
Customer
lifecycle
marketing
recognizes
that
prospects
and
customers
move
through
phases
in
their
relationship
with
a
company
–
from
initial
contact
to
fully
engaged
relationships
in
which
a
customer
is
an
advocate.
Customer
lifecycle
communications
across
all
channels
are
the
means
by
which
constituents
are
engaged
throughout
the
lifecycle.
This
report
provides
a
framework
for
implementing
a
customer
lifecycle
communications
strategy,
and
provides
action
steps
to
help
the
reader
plan
their
first
project.
Defining
Customer
Lifecycle
Stages
As
marketers
are
being
held
accountable
for
results,
they
are
challenged
in
utilizing
the
right
mix
of
communications
to
achieve
their
goals.
Customer
lifecycle
communications
is
a
different
way
to
think
about
customers
and
prospects.
It
transcends
traditional
marketing,
which
solely
focuses
on
campaigns
and
lead-­‐
acquisition,
and
instead
focuses
on
the
individual
prospect
or
customer,
and
how
the
company
can
effectively
communicate
with
them
regardless
of
where
they
are
in
the
relationship
with
the
organization.
Every
customer
communication
strives
to
advance
people
in
the
lifecycle.
In
other
words,
the
success
of
a
customer
lifecycle
communications
strategy
is
all
about
movement.
Every
business
has
their
own
way
of
segmenting
prospects
and
customers
into
phases
of
the
relationship
lifecycle.
Broadly,
these
include
lead
engagement
and
customer
engagement.
The
former
focuses
on
engaging
prospects,
the
latter
on
retaining
and
growing
existing
customers.