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Understanding Customer Life-cycle Management

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❶For example, feedback can be collected from technical support calls, which could help provide direction for marketing products and services to that particular customer in the future. Customer relationship management E-commerce Office and administrative support occupations Marketing techniques Services marketing.

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Chris Hunter, MBA
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Companies set up customer accounts and monitor individual activity. Thus, CRM is based on business intelligence and not marketing hunches or assumptions. Collecting and storing data in a database is one thing, and mining the data for useful information is another. By searching through customer data, marketers can find consistency among market segments in purchasing behavior. Some retailers have even revised target customer segments based on data revelations.

Marketing and information technology typically collaborate on pulling data and putting it into useful reports for interpretation. CRM works as either a company-wide program or a module-driven activity where data is used for marketing, sales and service purposes. In a full CRM system, cross-functional employee teams are often used to develop marketing and service programs. With either approach, customer data are used to develop more effective target markets, such as direct marketing or e-mail campaigns.

Data also are used by sales and service employees to build stronger relationships with existing customers to allow for add-on or cross-selling opportunities. From a company perspective, CRM is also about using research to optimize the total customer experience. Putting programs into action is a challenging but critical final stage of CRM. Targeting specific customers with marketing campaigns is important, but having front-end sales and service employees who recognize the value of attending to customer needs and emphasizing long-term relationships is most important.

Technology — the automation of what had previously been handled manually, including the customer database and customer communications. Integration — organizations start to direct their operations toward providing customer satisfaction and create links between various operating sections that share information and facilitate customer service. Process — organizations begin to restructure themselves around their customer relationships, rating their efficiency on the degree of customer satisfaction created.

This is the current phase of CRM. Most of them however are based on assumptions that are increasingly proving to be doubtful. For many years it was assumed that past customer behavior could be used to predict future customer behavior, that traditional value propositions would remain in place forever, and that just by improving customer relationships we could ensure customer retention. But in recent years these assumptions have become victims of the increasing application and success of better and more effective CRM systems.

Value propositions have changed significantly as competition across all markets has increased, and every customer relationship is susceptible to better solutions. Once it has the answers to these questions the business actually re-invents itself to provide everything that will acquire customers and r etain them. If over time the answers to the questions change, the business will change as well. In effect, the customer determines the structure and systems of the business.

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Customer relationship management plays an integral part in a typical company's marketing system. CRM is a process of gathering and analyzing customer data, building precise marketing campaigns and managing relationships for optimized retention.

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Meaningful customer partnerships take time and effort to create. They take a farmer mentality where you cultivate the ground, plant the seeds, and plan ahead for a future harvest based on where you are today. Speaking of relationship stages, I like to use four: Exploratory, Basic, Collaborative, and Interconnected. Some literature on key account .

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Of course with todays’ social networking, blogs, customer review sites and call centers – there are plenty of resources to view instant feedback. A good website to reference on this subject is There are many topics and case studies based on the five major phases of CRM – such as building a CRM foundation. Customer life cycle management is creating, cultivating, and constantly improving your company’s relationship with your clients. It is crucial to implement customer life cycle management in today’s marketplace where the competition is fierce for your customers.

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The four phases include; marketing, customer acquisition, relationship management, and loss/churn. The marketing part of the customer life cycle is when messages are sent to the target market to attract prospect customers. CRM, or customer relationship management, is a technology-driven marketing process used by retailers to build a strong base of loyal customers and optimize revenue and profit. CRM takes time to develop and implement because companies must gather customer data, analyze it and implement marketing based on their findings.