What is Customer Life-Cycle Management?
Customer life-cycle management (CLM) is the measurement of progression, or lifecycle of a customer’s journey when interacting with your brand – from signing up for a free trial, to making purchases, and being a repeat customer or termination of customer relationship. The process consists of multiple stages including awareness, consideration, purchasing, usage, satisfaction, retention, and customer loyalty.
Every team plays a part in a customer’s life-cycle. From cold calls or social media ads, to sales, customer service, and helpdesk, a customer’s satisfactory lifecycle with your brand or service is a collaborative effort.