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because relationships bond the customer to the company and the brand


My top 10 tips for customer lifecycle marketing and building a solid loyal customer base are:


1. START! The most important thing about CLM is to start doing some. Start with analysis of existing customer behaviour. Slice and dice your transactional and visitor data to look for customer segments using cluster analysis, then look for both good and bad customer behaviour. Then conduct next best action analysis to identify what messages you need to send to customers to encourage the former whilst discouraging the latter. Be practical, remember that your insight must be usable, so concentrate on the datapoints available to


you such as first order value and category purchased from. For example, a clothing brand may discover that female customers who buy jeans and subsequently go on to buy a sweater, end up with a higher lifetime value that those whose second purchase is from other categories. In this case messages following a jeans purchase should feature sweaters.


The quicker you start the faster you can use test and learn to improve and add more. As a consultant working in this field, I have seen too many analysts getting bogged down in the minutiae and stalling any progress in achieving their goals. It is important to remember that we sell things to people, we are not landing on the moon, ‘Good Enough’ customer analysis is often good enough to take your learnings forward to test.


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2. Don’t forget your gut Data is a useful tool, but human initiative and understanding remain at the heart of any successful business. Data alone will never find the next product innovation. So, if you have an idea test it.


3. Test & Learn This neatly brings me on to the next tip. Once you have your insight and hypothesis, there is no substitute for the real world. Don’t immediately roll out a new campaign, instead test it. Only when you have a good result should you roll out to more of, and then all of, your customers. And if it doesn’t work remember you have learned something, shut it down and move on.


4. Remember things change Customers and customer behaviour always change, just because something didn’t work in the


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