| Customer Lifecycle Mangement |
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Related subjects include Customer Experience Management (CEM) and Dialogue Marketing In common terminoroloy is the Seven Degrees of CLM which represent the different factors which make up true CLM. Degree Factor Comment 1 Touch points - Enable all, outbound and inbound e-mail, SMS, web, direct mail, MMS, IVR, CSR, USSD, IPTV, PoS – Customers expect to be contacted on their personal terms and via their most preferred and relevant media – and this applies to inbound as well as outbound dialogue 2 Timing - Customer Driven Interaction The timing of interactions is absolutely critical – get this right and the revenue gains can be astonishing – get it wrong and your customers will desert in droves! DO up sell after a prepaid recharge! DON’T up sell after a customer bill complaint! 3 Personalise - NOT segmented Your customer is not a number – or a segment! Create ongoing programmes with dynamic personalisation to ensure that any campaign message is current, relevant and targeted. 4 Consistency - Across all forms of communication Ensure that all campaigns and programmes have the same brand content, look and feel across all touch-points, don’t overload customers with offers and never require customers to refill any data! 5 Measure – Validate each programmes level of success immediately Utilise closed loop feedback in optimising campaigns. The CLM Dashboard reports on the success of programs at all levels from attracting a response through to purchasing, using both short term and long term metrics. 6 Business Support Systems – Leverage those for added value The existing BSS systems such as Data Warehouse, CRM, Billing, Analytics etc are an extremely valuable source of data. Turbocharge the enterprise value of those solutions and leverage the customer data to serve your customers better. 7 Programmes - Predefined tried and tested industry best practice Don’t reinvent the wheel – Agillic has a wide range of industry leading customer programs developed in conjunction with leaving Service Provides and Digital Marketing agencies. |
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