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Customer Life Cycle

The Customer Life Cycle (Customer Life Cycle) describes the different phases of the customer relationship with the company. The term originates from Customer Relationship Management (CRM), alternative terms are the customer loyalty circle and the customer life circle.

What are the objectives defined by Customer Life Cycle management?

The goal of marketing is to create a lasting bond between the customer and the company. Beyond the purchase of the product or service, the customer should show loyalty to the company. Recommendations by the customer are also aimed for. This results in further opportunities in marketing to maximize the customer’s sales potential.

What are the advantages of Customer Life Cycle management?

  • Lasting loyalty to the company, even after the purchase has been made
  • Loyalty, customer becomes brand advocate
  • Upselling, making exclusive offers
  • Learning curve in the company, improving customer interaction.

What phases does Customer Life Cycle management go through?

The customer life cycle in a company begins with the first contact. Once customer loyalty has been established, it should be maintained permanently.

  • Interest of the customer, e.g. through a first contact(awareness)
  • Consideration of buying product or service(Consideration)
  • Follow-up contact with the company, e.g. repair, customer service(Ownership)
  • Renewed purchase, e.g. improved product, new features (Reconsideration)

In each phase of the Customer Life Cycle definition, the customer should be served on the right medium and with optimally tailored messages to ensure lasting customer loyalty.


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