Customer Life Cycle
(CLC) is a term in Customer Relationship Management (CRM) that describes the
progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a
brand, product or service.
(CLC) is a term in Customer Relationship Management (CRM) that describes the
progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a
brand, product or service.
There are five
distinct steps in the CLC process:
distinct steps in the CLC process:
Reach:
Trying to get the
attention of the people we want to reach, demands that a business has the needs
of a customer as priority. The business must approach the customer with Humility, address them politely and
make them feel safe with the business or service on offer.
attention of the people we want to reach, demands that a business has the needs
of a customer as priority. The business must approach the customer with Humility, address them politely and
make them feel safe with the business or service on offer.
Acquisition:
Attracting and
bringing the reached customer into the sphere of an organization costs money
and resources. It usually involves long planning and strategy sessions,
implementation of plan, and marketing campaigns. Therefore, all hands should be on deck to
maximize the benefit that comes with the costs plunged into acquiring customers,
in order to achieve a win-win situation. The Integrity of the business should be the guide here.
bringing the reached customer into the sphere of an organization costs money
and resources. It usually involves long planning and strategy sessions,
implementation of plan, and marketing campaigns. Therefore, all hands should be on deck to
maximize the benefit that comes with the costs plunged into acquiring customers,
in order to achieve a win-win situation. The Integrity of the business should be the guide here.
Conversion:
When the customers
the business has reached or acquired decide to buy a service or product from
the business, it is important the staff from the business, show that they are
concerned about his or her success and that you are willing to support his or her
drive to achieve stated goals. The business must show that it understands them
better than the competition. The business must show Empathy
the business has reached or acquired decide to buy a service or product from
the business, it is important the staff from the business, show that they are
concerned about his or her success and that you are willing to support his or her
drive to achieve stated goals. The business must show that it understands them
better than the competition. The business must show Empathy
Retention:
Trying to keep the
customers and trying to sell them more (cross- selling, up-selling) will
require that the business grow and sustain the relationship with the customer. The
business cannot rest on the fact that they have already acquired the customer.
A business must show Resilience to
continue to dominate the industry and to avoid customer attrition.
customers and trying to sell them more (cross- selling, up-selling) will
require that the business grow and sustain the relationship with the customer. The
business cannot rest on the fact that they have already acquired the customer.
A business must show Resilience to
continue to dominate the industry and to avoid customer attrition.
Loyalty:
All businesses must
strive to make the customer become more than a customer: a loyal partner and
even a ‘brand advocate’. To achieve this, the business must
ensure it continues
to engage the customer –appreciate them for being there all the way; celebrate
them whenever, wherever, however possible – they deserve it.
strive to make the customer become more than a customer: a loyal partner and
even a ‘brand advocate’. To achieve this, the business must
ensure it continues
to engage the customer –appreciate them for being there all the way; celebrate
them whenever, wherever, however possible – they deserve it.
Remember that ensuring
customers’ loyalty to UBA Plc, lies in our
ability to convince ourselves of the fact that no other person can delight the
customer except us, afterall, we have HEIR
in our DNA.
customers’ loyalty to UBA Plc, lies in our
ability to convince ourselves of the fact that no other person can delight the
customer except us, afterall, we have HEIR
in our DNA.
By
Mathias Mogaji
Mathias Mogaji
