Understanding the customer lifecycle
15 Nov 2024, posted in Blogs
Proper customer relationships are about more than conversion. It takes continued customer engagement and loyalty to build brand loyalty and retention to drive long-term growth for your business.
That means you need to foster ongoing engagement across every stage of the customer lifecycle. Why? Because customer engagement isn’t a one-time thing. Whether you’re talking to customers in the traditional sense, donors, volunteers, or prospects, ongoing engagement is critical to deepening your customer relationships.
Engaging across the customer lifecycle
The journey of a customer is marked by six stages. Here’s an insight into how you can strengthen your customer relationships:
Awareness
This stage is critical because it sets the foundation for your path to cultivating a vibrant community that is both engaging for customers and will accelerate growth. The goal here is to reach and engage prospects with content that drives awareness of the challenges your business can help navigate.
Conversion
Having successfully engaged and fostered a meaningful connection with a prospect, now is the time to leverage targeted messaging and exclusive customer incentives to optimise conversion.
Purchase
Now that you’re on your way to nurturing a relationship with your prospect, it’s about simplified transactions, helping you to drive a purchase, converting a prospect into a paying customer.
Activation
Lasting customer relationships don’t end post-purchase. You need to provide varying ways for your customers to interact with you beyond purchase, driving effective and continued customer engagement and loyalty.
Renewal
Real customer engagement can be the difference between retaining and losing business, so it’s more critical than ever to get it right. It costs five times as much to acquire new customers than it does to keep existing ones, so recognising and rewarding customer loyalty and engagement makes renewals and repeat purchases a no brainer.
Referral
Harness the power of your customers’ networks by enabling and rewarding in-app referrals. Building deeper relationships with your most important audience drives referrals and increased revenue.
Prioritising engagement isn’t a luxury
Maintaining proper engagement with your customers should be the bread and butter to your strategy to enhance revenue and accelerate business growth. Built for mobile, Engage is a consumer-grade engagement platform that is enabling businesses in Greater Manchester and beyond to create thriving customer communities. It allows businesses to effectively communicate with customers from awareness to referral, creating opportunities for meaningful touchpoints at every stage of the journey. With features like personalised messaging, in-app rewards, and community-building tools, it ensures that every interaction fosters loyalty and boosts growth.
