According to the key actions of customers in the customer life cycle, merchants need to adopt corresponding strategies to actively and effectively promote the transformation of customer status.
(1) Customer acquisition in the development stage: Acquire valuable new customers through appropriate channels and complete the first transaction.
(2) Cultivate high-value customers in the growth stage: Promote customer repurchase through products/services that can stimulate demand, and complete the first (3) Cultivate customer loyalty in the mature stage: Increase customer purchase frequency through related marketing, personalized marketing, etc., and further cultivate customer loyalty.
(4) Extend the customer life cycle in the decline stage: If it is found that a customer has not made a purchase within a certain period of time, it is necessary to issue an early warning, analyze the reasons for customer churn, optimize products or use marketing tools strategically to extend the customer life cycle.
(5) Recall customers in the churn stage: For churned customers, analyze the customer’s whereabouts and plan recall activities, and win back customers by re-establishing an interactive relationship with the customer. Alibaba Customer Pass provides customer life cycle management tools, such as high-potential repurchase and churn warning, to help merchants manage customer life cycle.
According to the customer operation strategy of the customer life cycle, merchants need to further implement activity planning in combination with platform activities. Cultivate transaction customers into high-value customers.
KIBO research report THE RISE OF PERSONALIZED COMMERCE STUDYP revealed that 34% of North American e-commerce marketers use highly personalized marketing strategies in the customer life cycle; 51% of companies said that the return on investment of personalized marketing in the customer life cycle is 3 times or even higher.