Customer lifecycle software
Customer lifecycle analytics
Successful customer lifecycle marketing hinges on detailed insight into your customer base to determine the status of each customer.
To achieve this you’ll need a tool that brings together data from a number of touchpoints, for example:
- Interaction data – how a customer interacts with your online store (i.e. their journey through your store, the products they view, the products they add to cart).
- Transactional data – information (usually from your ecommerce platform) about the transactions each customer has made.
- Demographic data – additional details about each customer (i.e. their age, location, gender etc.)
On top of this, you’ll need to be able to define each lifecycle stage (which will vary from online retailer to online retailer) and segment your customer base based on these definitions, as well as track and measure their flow from one stage to another.
While prospects and active customers are fairly easy to define, the boundaries for when you consider a customer to be ‘at risk’ or ‘lapsed’ should be calculated based on your business model and repurchase rates.
Automated lifecycle marketing
Once you’ve segmented your customer base into lifecycle stages, you’ll need a tool that can automate the process of getting these marketing messages in front of the right people, whether in the form of email marketing, social or display advertising, SMS, physical mail-outs etc.