customerlife cycleIt refers to the business relationship between a customer and the enterprise from the beginning of a customer's understanding of the enterprise or the enterprise's desire to develop a customerComplete terminationAnd the related matters have been completely handled.The customer's life cycle is the enterpriseproduct life cycle However, for commercial enterprises, the life cycle of customers is much more important than that of a product.The customer life cycle describesCustomer relationshipThe general characteristics of movement from one state (one stage) to another state (another stage).
The so-called customer life cycle refers to the process of birth, growth, maturity, aging and death of a customer for an enterprise similar to life.Specific to different industries, there are different detailed definitions. For example, in the telecommunications industry, the so-called customer life cycle refers toTelecom customersFrom becomingTelecommunication companyAnd began to produce a process of business consumption start, consumption growth, consumption stability, consumption decline, and finally off the network.
More accurately, the so-called "customer life cycle management" refers to the whole process from the customer's consideration of which operator's service to purchase, to the management of its revenue contribution and cost after accessing the network, to the early warning and retention of off network tendency until the customer wins back after leaving the network.This process includes 11 keyValue creationLink, that is, the customer'sPurchase intention, acquisition of new customers, stimulation and improvement of customers' monthly income contribution, management of customers' daily service costs,Cross selling/Overlay sales, call fee adjustment, contract renewal of contracted customers, management of customer transfer between brands, early warning and retention of offline customersbad debtTo win back the lost customers.These links actually include all the key points of operators' daily operation work.11 links are linked to form a marketing lineValue chainIt is also the starting point for operators to formulate customer strategies.Customer life cycle management focuses on these 11 key value creation links, uses rich customer data to conduct in-depth analysis, and designsPersonalization strategy, and then through a large number ofcontact point, execute these policies.
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On the life cycleCustomer relationshipThe development of customer relationship is phased, and the phase division of customer relationship is the basis for the study of customer life cycle.At present, there have been many studies in this area, and some scholars have put forward five suggestions for the development of business relationsStage modelSome scholars also divide the customer life cycle into four stages, while individuals believe that it is more suitable for telecom enterprises to divide the customer life cycle into five stages.
Stage A: Customer acquisition.Discovery and acquisitionProspectsAnd provide appropriateValue propositionTo get customers.
Stage C: customer maturity.Enable customers to use new telecom products and cultivate customers'loyalty。
Stage D: customer recession.Establish high-risk customersEarly warning mechanismTo extend the life cycle of customers.
Phase E: customer offline.This stage is mainly to win back customers.
RelatedMarketingThe theory involved isCRM。According to this theory, we can adopt scientific methods to calculate customer life cycle value, and then conduct businessBusiness decisionAnalysis of.
