Touchpoints in the customer lifecycle
Reasons for automated email communication in the customer lifecycle
From newsletter registration to becoming a regular customer, a lead goes through several phases in the customer lifecycle . In each of these phases, there are numerous ways to contact the recipient - automatically or manually - via email. The better you know them, the more individual touchpoints for trigger-based communication are available.
An optimized customer lifecycle results when you use the touchpoints in the customer lifecycle and, even when the customer is in danger of becoming inactive, use the existing knowledge about the customer to reactivate them with the help of customer retention campaigns.
Definition:
Customer lifecycle refers to the chronological course of a business relationship between a consumer and a company –
from the first customer contact to the termination of the business relationship.
Typical Customer Lifecycle
A normal customer life cycle usually describes the following curve:
touchpoints in the normal customer lifecycle
In a normal customer lifecycle, there are different occasions that can be used for individual, automated trigger emails. The better you know the recipient, the more touchpoints there are. The lifecycle can therefore be divided into different phases. During this time, the lead goes through the phases of lead warming, lead nurturing, customer engagement and win-back offering. All phases offer individual touchpoints to get in touch with the lead.
At the beginning, you usually know very little about the new prospect. The goal during the first two phases is to get to know the recipient and their interests better and thus develop them from a marketing bahamas phone number data qualified lead to a sales qualified lead. If your content and offer are relevant to the recipient, they will become a customer in the next phase. The peak of possible touchpoints for automated email communication is reached in the active customer phase. If you don't work enough on your customer relationship, it cools off and the customer eventually becomes inactive and is lost to the company. When it gets to that point, it is the end of the customer life cycle. In this article, however, we will focus on postponing the end as long as possible with the help of automated trigger emails.
touchpoints in the individual phases of the customer lifecycle
Lead warming phase in the customer lifecycle
Possible touchpoints in the lead warming phase in the customer lifecycle
As you can clearly see from the touchpoint curve, there are not many individual reasons for trigger-based communication in the lead warming phase, as we usually still know very little about the lead. But it is precisely in this phase of the customer lifecycle that you have to build an initial relationship with the prospective customer in order to even reach a higher level of customer relationship. Since the first impression has a significant influence on the further course of events, you should place particular emphasis on the appearance and quality of the content here.
In the lead warming phase, the effect of regular newsletters also plays a significant role, as these help shape the first impressions and open the door to more knowledge about the lead, e.g. through reactions. In this way, the initially unknown prospect develops into a marketing qualified lead.