Adding value through lifecycle programmes
One of the things that I enjoy the most is the design and continuous development of lifecycle programmes. It is an area of marketing where the customer is at the absolute centre of what you are doing, a pure focus on your customer. Understand more about their journey and how they behave and it gives a huge amount of insight into what your customers need and want from you.
Developing your customer lifecycle can be a lot of fun as well as adding a huge amount of value to your organisation. From my perspective it is hard not to get excited, you are bringing together all your customer data, their transactional behaviour, all your survey research, the market research, focus group feedback and everything you know about your organisation and what it has to offer.
Simply, it is my favourite thing to do. Why?
It develops a deep understanding of what is going on across your customer base, what you are to your customers and what they are to you. I believe that a great lifecycle programme is one of the most powerful ways in which a Marketing team can add value to their organisation.
You understand the journey that a customer takes with your organisation, how they negotiate the early days of your relationship, how they choose to spend with you, they ways they interact with you and ultimately, what they use you for.
You know what they are worth, but more importantly than that, you know what the good, the bad and the ugly looks like. You learn what you should be doing to help your customers in their relationship with your organisation. You learn what they want from your organisation.
You also know that not all customers are the same, so you communicate with them accordingly. You talk to the customer at the right time, in a way that suits them, showing that you understand them, that you value them.
All of this leads to your organisation and your customers building a strong relationship and building loyalty. It builds your own business understanding and (some might say) most importantly, it builds your sales and profit.
Marketers are often accused of being fluffy and not particularly commercial. A great lifecycle programme not only informs and educates the business but shows a consistent contribution to the bottom line.
A lifecycle programme opens up a massive amount of opportunity to test and develop the campaigns you produce and the way you engage your customers. Every bit of new knowledge, from campaign analysis or research, can be integrated with the programme, with an incremental benefit from each improvement.
This is being accountable in marketing, constant monitoring of your spend, continuously adjusting to increase the ROI, putting your money into the right areas. You are developing your customer base, while being accountable for the £s. In a great lifecycle the material you send out gives you the flexibility to target commercial objectives in the organisation, clearing stock and hitting product turnover targets through the programmes communication pieces, with the right offers going to the right customers.
The customers love you too. You are establishing what you want from them, but helping them navigate your organisation, to get what they need, and maybe a bit of what they want too. Really personal communications show you understand them. You talk to them about something relevant when they want to hear it.
All of which is constantly delivering to the bottom line and improving the knowledge & understanding in your organisation.
To talk more about what creating a lifecycle or improving your current activity could do for your organisation then please get in touch.