Customer Life Cycle Stages

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The life cycle begins when a person buys something from the company. Then employees must plan all work with the buyer in such a way that he wants to come back for new goods or services again, and then again, and so on ad infinitum. That is, the consumer must show loyalty to the company. This can be achieved by carefully analyzing the needs of different people and offering them what they want. Work with clients must be targeted and personalized.

A competent marketer pays great attention to dental email list the customer life cycle, because by understanding what stage the consumer is at, the specialist can understand several important points:

which of the clients are the most solvent (they are the ones who have the greatest impact on the company’s final profit);

how sales are going, where there are shortcomings (based on the analysis of data, it is necessary to organize work to eliminate them);

if the client is already a regular one, there is no need to attract him with additional advertising, which costs a lot;

in which direction to move in order to avoid mistakes and prevent a decrease in sales volume.

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Let's look at the stages of the customer life cycle using the example of car dealerships.

Attraction and Retention

Attracting a client is extremely important, but retaining them for a long time is the main task of a businessman. In order for a person to remain loyal to the company, you need to periodically remind them of yourself and provide high-quality services.

The client must be sure that his car will be serviced in the service center in a timely manner and in the shortest possible time, the company representatives will promptly offer to extend the insurance, remind about the annual technical inspection, etc. It is at the retention stage that the car center should interest the client with its offers and demonstrate customer focus.

Customer Life Cycle Stages

Source: Borri_Studio/ shutterstock.com

Sales stage

At the moment of sale, it is important not only to perform the act of transferring the product, but also to do it on the most individual terms. The client should feel that a special offer has been formed for him based on his interests and possibilities. Such a personalized approach can increase the degree of customer loyalty many times over. And this in turn leads to the fact that the client will want to return to the place where he was well served, offered a discount or some bonuses for the purchase.

Satisfied, he will tell his friends and acquaintances about the company. Such free word of mouth, like paid advertising, can attract new customers.

Customer impressions

Even if the deal was successful and the client is satisfied, you can do something else that can please him and, as a result, increase the level of loyalty. Most likely, the buyer will be very pleased to receive even a small gift in the form of souvenirs in a beautiful package. Any unexpected surprise will surprise the client. And, of course, this will be an additional plus in the company's piggy bank.

In the auto business, the implementation of each stage will look something like this:

If a customer is planning a purchase in a showroom, a company representative can call him to discuss the details and at the same time offer some related products or services (for example, service).

In the future, the client will be called in advance to remind them of the need for a technical inspection.

In order to retain the client and maintain his loyalty, the company periodically reminds about itself with calls and messages with advantageous offers, holiday greetings, etc.

If the client returns to make another purchase, you can offer him favorable terms of cooperation, car loans, or a trade-in sale.