Customer lifecycle management

Published on Author Suchen

Customer lifecycle management or CLM is the measurement of multiple customer related metrics , which, when analyzed for a period of time, indicate performance of a business. The overall scope of the CLM implementation process encompasses all domains or departments of an organization, which includes all sources of static and dynamic data , marketing processes, and value added services to a unified decision supporting platform through iterative phases of customer acquisition, retention, cross and up-selling, and lapsed customer win-back. [1]

Some detailed CLM models further breakdown these phases into acquisition, introduction to products, profiling of customers, growth of customer base, cultivation of loyalty among customers, and termination of customer relationship. [ quote needed ]

According to DM Review article by Claudia Imhoff , et al. , “The purpose of the customer’s life cycle is to define and communicate the stages of a customer’s progress with the customer and the associated business processes.” [2]

See also

  • Customer relationship management
  • ECRM
  • Funnel purchase

References

  1. Jump up^ Mark D. Thompson. “e-Marketing Fundamentals: the Customer Relationship Curve” (PDF) . RappDigital, Inc. Archived from the original (PDF) on May 19, 2003 . Retrieved September 21, 2009 .
  2. Jump up^ Claudia Imhoff, Jonathan G. Geiger , Lisa Loftis (November 2002). “Building the Customer-Centric Enterprise” . DM Review Magazine . Retrieved 2008-11-04 .