How do you integrate customer lifecycle management across different channels and platforms?

CLM, or Customer Lifecycle Management, is the strategic process of managing the entire relationship between a business and its customers throughout their journey, from initial awareness to post-purchase support and beyond. It involves understanding customers' needs, preferences, behaviors, and feedback to provide personalized experiences that enhance satisfaction and loyalty. CLM aims to optimize customer retention, increase brand advocacy, and drive long-term customer value.

Think of CLM in terms of a 3-part flywheel. You create sustainable, increasing growth when you Attract, Engage, and Retain your buying audience. 1: “Attract.” How are you attracting your potential customers’ attention to your products (be it a physical store, your website, or a 3rd party store like Target). Think SEO, PPC, Social, PR, Geofencing, Events, Sponsorships, and Partner marketing. 2: "Engage." Now that they have visited your location, encourage a second purchase. Send them more tailored content based on the specific products they viewed, using the data you have available. Segment new customers from the masses of “potentials.” 3: “Retain” customers by serving highly personalized shopping experiences just for them.

You may have heard, returning customers are worth up to 10x the value of their first purchase. They’re also MUCH cheaper to convert than potential customers. In addition, increasing retention 5% can increase profitability 75% in the long term (omnishopapp.com). Here are some examples of retention strategies to retarget and delight customers. They can be used across most marketing channels including search, social, email, and SMS. - Customers also bought… - Cart abandon reminders - Back in stock reminders - Related products - Discount on next purchase - Loyalty points - Timed discounts - Related bundles - Post-purchase upsells

Repeat customers hold immense value, being more lucrative and cost-effective to convert than new ones. Enhancing customer loyalty by just a small margin can yield substantial long-term profitability. Effective CLM involves tailored suggestions, reminders for abandoned carts, alerts for restocked items, incentives for future purchases, exclusive loyalty benefits, time-sensitive offers, bundled products, and opportunities for additional purchases post-sale. Employing these strategies cultivates loyalty, encourages recurring transactions, and maximizes customer lifetime worth

Integrating CLM across all customer communication channels improves the customer experience, increasing loyalty and revenue. The key here is to optimize every customer touchpoint, including mobile apps, online inquiries, and call centers. And also transform every interaction into a sales or customer support opportunity. The most effective way to integrate CLM is through the use of an automated marketing platform. This platform enables the operator to independently interact and integrate new communication channels using a universal API. It also ensures that uniform contact policies are set for all channels, promoting consistency in communications and empowering the operator in the integration process.

If a customer buys a fish tank, they probably need a new fish tank filter. Apps allow you to add timed upsells to the order confirmation page on your website, along with a countdown clock for how long the discount offer lasts. Capitalize on new customers' attention by capturing a second sale as quickly as possible. To make this strategy more effective, you may wish to feed data from your CDP to the upsell app. While you may think the fish tank customer is most likely to buy a filter next, data from other customers may tell you they're much more likely to buy a less expensive item like fish food or a skimmer wand. Let data automate upsell offers to boost cart values. The same data can be fed to other marketing automation platforms (MAP).

Integrating CLM across channels means creating a seamless customer experience, no matter how they interact with your brand. This involves breaking down barriers between departments and bringing all customer data together for a complete picture. By focusing on the customer, not just individual channels, you can provide a consistent and personalised experience that builds loyalty.

To integrate Customer Lifecycle Management (CLM) effectively, centralize your data in a CRM to track customer interactions across channels. Ensure messaging consistency across platforms by aligning marketing, sales, and support teams. Use automation to deliver personalized experiences based on behavior and preferences. Create cross-channel campaigns that guide customers from awareness to purchase. Finally, gather feedback throughout the journey to optimize retention and increase upsell opportunities, driving long-term growth.

I've said it throughout my career: Marketing is testing, and any good test requires strict measurement. Remember... If it's not consistent, it's not scientific. Set a goal, choose your metric(s) for what success looks like, then test, test, test. For any test to be effective, each test should only change one variable in the process. Be scientific and let data from multiple sources guide big changes.

As a recent study from Walmart shows, making big decisions based on customer feedback alone can cause more than a billion dollars in lost revenue (source: https://lnkd.in/d7yJ4MG9). To mitigate snap decisions, one of the most effective tools in a marketer's arsenal is the practice known as Conversion Rate Optimization (CRO). CRO takes into account all digital customer activity from typical web traffic analytics to the physical actions of each shopper on your site. Heatmaps, click maps, and even video recordings of shopper journeys help identify areas of buyer friction that prolong or prevent purchases. First, analyze activity across channels and data sources to point out a kink in your funnel. Next, use CRO to zero-in and solve it.