Imagine you have a new job and you start on Monday. Exciting! Because you leave nothing to chance, you turn on the navigation in your car. This way you know for sure that you arrive at your new work. The next day you also turn on the navigation, just to be sure. But on the third day, the navigation can be turned off. You no longer need guidance, you now know how to find the address of your new work flawlessly.
In this example, you have already gone through the steps of Maslow’s learning curve. You are now unconsciously able to get from home to work, without the aid of a navigation system. But imagine that the navigation system is just switched on every day and navigating you to work. At the traffic light turn left, after 100 meters turn right, after 3 kilometers Benin Phone Number at the roundabout three quarters. I’m sure this quickly becomes irritating, isn’t it?
Add an extra factor to the customer lifecycle
Virtually every customer lifecycle I’ve come across focuses on helping someone who comes into contact with your product or service for the first time . But then there are no iterations on the customer lifecycle if someone already comes to you for the 10th time. And that is reflected in the engagement at the contact moments. The leisure versus business traveler
Travelers who park their car at Schiphol also receive a customer lifecycle. But that lifecycle is the same for leisure as for business travelers. The same information, the same number of contact moments. For example, a contact moment from that lifecycle shows these open and click ratios.
A business traveler flies from Schiphol several times in a year. Do you always have to inform them how to get to Schiphol and where to check in? Such a traveler is now so familiar with the process, he can probably tell you even better. Do you have to tell a returning customer how it works over and over again?
SELECT COUNT (reservations)
Add a customer’s maturity to the customer lifecycle. The contact moments will then be very different in that lifecycle. Contact moments may possibly be merged, or may even be canceled. If someone has already been to your hotel 5 times, do you want to ask again and again how your customer experienced the stay? And that route description, is it still necessary?
Segment your database by counting the number of reservations or (repeat) purchases from customers. What numbers come out of that? Based on this, you may be able to determine an alternative customer lifecycle. The same, of course, applies to the channels you use. Swap email with another channel.
If your customer is subconsciously skilled and has been with you for some time, is email still the best channel to use? Or is a text message more than enough confirming that the reservation has been received and that you are looking forward to its arrival? More room for commerce.
If you include maturity in the segmentation of customer lifecycles, there will also be more room for commercial messages. You may be able to convince your customer to take out a subscription if they have visited you an x number of times. That message is probably not relevant the very first time someone comes into contact with your product or service. Opting for a subscription can then replace the route description. Because three quarters on the roundabout, your customer knows that by now.