How lifecycle marketing boosts customer retention

Caroline Kimber from Stephens Francis Whitson reminds marketers that acquisition is just the first step in a customer's journey, and shows how implementing a successful lifecycle marketing strategy can help brands develop a stronger connection with customers.

Kimber sets out the four key stages of a customer relationship:

• Acquisition for both cold and warm prospects

• Welcome messaging that turns trialists into regular purchasers

• Development and growth of new segments 

• Retention and reactivation   

She then goes on to explain how to get each stage spot on. For example, marketers need to analyse customer data to help identify lapsed customers, or changes in existing behaviour, so they can send relevant messages to help retain or win them back.  

Getting customers actively involved with your brand and offering a choice of channels will also help create a push and pull dynamic, allowing you to personalise your comms and talk to your customer through their preferred media. This ensures they stay with you for a lifetime, not just a one-off purchase.