Infographic: What are the stages of the customer life cycle?
In a digital age that features such a vast range of consumer technologies, no two customer journeys are exactly alike. However, the customer life cycle tends to follow a similar pattern, and marketers make it their mission to understand more about this sequence of events to drive leads and sales.
To begin their journey, customers need to first become familiar with the brand, its value and reputation. For 88 percent of today’s businesses, content creation and distribution is a great way to generate brand awareness in a positive way. Content can be placed on a company’s website or published on social media for visibility.
Speaking of social media, 54 percent of modern businesses say that they have generated leads through platforms including Facebook, LinkedIn and Twitter.
With an effective call to action, brands can quickly build a wealth of prospects that will fuel their marketing efforts moving forward.
From here, the customer needs to learn as much as possible about the brand and its offerings in order to eventually consider a purchase. Organizations must focus on a number of different channels to get the message across, although 74 percent of today’s consumers prefer email above the rest.
When customers are finally ready to pull the trigger on a purchase, they must be able to do so regardless of location or preferred mobile device. More than two-thirds of consumers want the ability to buy goods and services online and on the go. This makes mobile optimization a must from a marketing and ecommerce standpoint.
After the initial conversion is complete, marketers need to shift their focus to retention and loyalty efforts, ensuring that customers return for repeat purchases. For 89 percent of companies, the customer experience is the most important part of the loyalty equation, meaning that every aspect of the journey must be crafted with care.
Finally, a brand must turn loyal customers into advocates and evangelists, spreading the word about products, services and overall experience. In fact, word of mouth is still an effective tactic for 54 percent of brands, and should not be overlooked. Social media and online review platforms make it easier than ever to build a great reputation.
The customer life cycle has become almost fully digitized, but with these ideas in mind, a brand can rise above the competition and see stellar results.