Customer lifecycle - 6 phases for strong customer relationships

Building, strengthening and extending customer relationships

The customer lifecycle (also known as the customer retention cycle) describes the relationship between the customer and the company. This involves acquiring new customers and intensifying relationships. But not only that, former customers should also be won back.

Ideally, a customer goes through all 6 phases of the customer lifecycle, transparently thanks to CRM software.

Attention

New potential customers consciously perceive a company and make their first "contact". It is often marketing measures that attract the customer's attention.

For evaluation and planning purposes, the media or channels on which the points of contact took place should be closely monitored in order to create a positive user experience.

Creating trust

The second phase of the customer lifecycle is about really convincing the customer after the initial incentives. The customer needs the right information to be able to make a decision. Whether by phone, email or website - the first real contact with the customer must be a lasting positive experience.

Purchase

The first important milestone: the customer decides to buy a product. Now the entire purchasing process must run smoothly. Any delay or difficulty, no matter how small, can ensure that this is the customer's first and last purchase.

Therefore, even if something doesn't go perfectly, the right communication with the customer is crucial. If they feel well looked after, they will be satisfied despite any minor problems.

After the purchase is before the purchase

For the moment, the customer has been provided with everything they wanted. But now it's time to build a strong bond with the company. The aim is always to build a lasting relationship. Communication must therefore continue as before the purchase.

This means that the customer must have a contact person for all their concerns - whether feedback, questions, complaints or requests. All issues must be responded to appropriately.

Commitment

The aim now is to repeat a customer's initial purchase. The business relationship should be expanded further. Saving and analyzing customer data helps to optimize offers and address customers individually in the future.

CRM software and tools help to maintain a 360° view of all activities.

Winning back

It can happen that once active customers become former customers. A former customer is someone who has not purchased any products for a long period of time. This may be due to a lack of support.

Individual mailings and offers can be used to create incentives that reactivate former customers. Companies rely on CRM systems for long-term, personal support. These can be used to monitor and influence all activities and processes with customers.