Glossary: Customer Lifecycle

The customer lifecycle represents the different stops in the time line between customer and company. The demand on marketing is to respond with suitable measures in all phases of the customer lifecycle. The lifecycle begins with the interest of the prospective customer. Marketing must start here and carefully establish the contact. If the prospective customer develops into a new customer in the next step, the most important task is to make him a regular customer as only this is profitable  for the company in the long-term. The lifecycle ends with the inactivity of a customer. As a marketing measure, this provides the opportunity of a reactivation course. If this is not successful, the customer is perceived lost. The aim of the different responses is the continuous retention of a customer and the increase of the customer lifetime value.


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