Add an Extra Factor to the Customer Lifecycle: Maturity

Virtually every customer lifecycle I’ve come across focuses on helping someone who comes into contact with your product or service for the first time . But then there are no iterations on the customer lifecycle if someone already comes to you for the 10th time. And that is reflected in the engagement at the contact moments.

The leisure versus business traveler

Travelers who park their car at Schiphol also receive a customer lifecycle. But that lifecycle is the same for leisure as for business travelers. The same information, the same number of contact moments. For sure that you arrive at your new work. The next day you also turn on the navigation, just to be sure. But on the third day, the navigation can be turned off. You no longer need guidance, you now know how to find the address of your new work flawlessly example, a contact moment from that lifecycle shows these open and click ratios:

  • Leisure: open rate 80% , click-to-open 29%
  • Business: open rate 63% , click-to-open 11%

A business traveler flies from Schiphol several times VP Audit Email Lists in a year. Do you always have to inform them how to get to Schiphol and where to check in? Such a traveler is now so familiar with the process, he can probably tell you even better.

VP of Audit Email Lists

Do you have to tell a returning customer how it works over and over again?

SELECT COUNT (reservations)

Add a customer’s maturity to the customer lifecycle. The contact moments will then be very different in that lifecycle. Contact moments may possibly be merged, or may even be canceled. If someone has already been to your hotel 5 times, do you want to ask again and again how your customer experienced the stay? And that route description, is it still necessary?

Segment your database by counting the number of reservations or (repeat) purchases from customers. What numbers come out of that? Based on this, you may be able to determine an alternative customer lifecycle. The same, of course, applies to the channels you use.

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