Customer lifecycle management is a concept according to which it’s possible to monitor and influence customer lifecycle from the moment of acquisition till initial or consecutive sales. Marketing Automation allows for relevant communication on every stage of customer lifecycle. Thus, we build and keep relations with current and potential customers.
The entire Client Lifecycle Management is essential and allows to gain optimal monetization of each acquired contact. Customer lifecycle begins with his acquisition, keeps on through education which leads up to sales and then through retention and loyalization. Marketing Automation closes that cycle, measures clients engagement on every stage and communicates with them accordingly.
Available functionalities:
• Customer behavior monitoring on every stage of the cycle
• Measurement of clients engagement
• Lead Nurturing programs tailored to cycle stage
• Automatic activities loyalizing clients
Contact scoring and engagement index:
We measure contact engagement with the use of engagement index. The rating consists of a few basic pieces. The first one is responsible for client engagement level before signing the contract, business transaction, etc. The other one determines his/her engagement at the stage of client’s retention or exit phase. More precise division is related to the quarters of rating. They develop as follows:
• Nurturing phase
• Sales phase
• Retention
• Exit phase
After accommodating the client on one of the halves, the system measures his/her engagement perceived as activity in some areas like: e-mails reception, behavior on WWW page, etc. Then, based on scoring, the system assigns it to particular stage.
Gains
• Better monetization of every lead
• Advanced possibilities for up-sell – automatic cross-sell, up-sell and win-back programs
• Better loyalization of acquired customers
• Cutting down on time needed to reimburse the cost of new customer acquisition
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