Customer Lifecycle Management as an Architecture

A Customer Lifecycle Architecture should be flexible and dynamic, so that it is easily adaptable to the industry and customer segment you serve. 

CLM Architecture

First, understand that the customer lifecycle has different stages. Each stage characterizes a different point in the customer relationship, where the customer’s needs, aspirations, and mentality differ. As the customer progresses to a new stage, a different player (team) is challenged with the task of delivering value to the customer.

Second, identify the desired outcome from your customer’s point of view at each stage in the customer lifecycle. For each desired outcome, develop a set of initiatives and programs necessary to effectively manage the touchpoints with your customer. Make sure there is a mix of both reactive and proactive touchpoints; as well as clear processes to manage and escalate issues/problems along the way.

Finally, establish the right set of key performance indicators (KPI) for each initiative. Periodically, assess your team’s ability to deliver these outcomes and take the appropriate measures to improve your performance.

In Action: My customer wants to use my CRM tool.

My customer has purchased my CRM product and wants to use it (stage). Their goal is to set-up their sales data and onboard their sales team as easily and quickly as possible (desired outcome). My company offers a self-service onboarding process (initiative) and customer support channel (initiative) to enable our customers to get setup and begin using the tool. We measure our customer’s setup time (kpi) and the volume of customer support requests (kpi) in order to assess the effectiveness of our customer’s setup process.

To recap, breakdown the CLM into stages, each consisting of a specific set of initiatives dedicated to achieve a set of specific customer outcomes.


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