Customer Lifecycle ManagementCapabilities needed to personalize an online experience over time.

Created by: dirk shawwww.dirkshaw.comdirk@dirkshaw.com

Customer acquisition...Increasing conversion…

Reducing churn...

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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

TargetAcquire

Onboard

Serve

Grow

Retain

Customer Engagemen

t

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

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

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 Engagemen

t

Customer Lifecycle

TargetAcquire

Onboard

Serve

Grow

Retain

Personalize the experience a customer has with you over time

Thoughts?