Customer Lifecycle Marketing Explained


Where the sales funnel ends, the Customer Lifecycle continues

When the customer makes up their mind and buys your product, it isn’t the end of your journey with them. It’s only the beginning, when the Customer Lifecycle is ready to begin.

This is the key principle behind Customer Lifecycle Marketing. It’s an approach that builds an authentic relationship with customers where businesses meet their needs every step along the way. The crucial moment in maintaining this precious relationship comes after-purchase.

Here are some of the ways you can nurture the all-important customer relationship after the sale is made.

Follow Up To Get Feedback

Right after purchase, follow up with your customer to get their feedback. If they’re quiet and they have no complaints, it doesn’t necessarily mean they’re happy. They may have something important to tell you.

The goal is to discover whether they received the results they wanted from purchasing your product or service. Whether this feedback is positive or negative, it’s always useful. Positive feedback helps you understand your strengths. Negative feedback shows you where you can improve and gives you a valuable opportunity to make the customer happy.

Say Thank You and Delight Your Customer

Post-purchase is the perfect time to delight your customer by going above and beyond. Offer them something high-value for free as a way to say thank you. They won’t expect it and you’ll blow them away. Delighting people is a sure way to turn them into loyal brand advocates.

Find something like an info product, access to a membership site, exclusive content, or a free download that you can offer with little or no expense to you. Offer it to them through a personal communication. This is a great way to start a relationship off on the right foot.

Reward Customer Loyalty

Create and implement a customer loyalty program. Membership should be available only to those who have purchased from you. You can also establish incentives and rewards for further purchases or for telling others about you. Clearly explain this program in your marketing so people know about it before they buy.

Offer a Generous Return and Refund Policy

It hurts when you have to give out refunds. But remember, you have to look beyond the short-term financial gain and focus on your long-term goal of building a strong relationship. The costs that refunds and returns incur will bring you benefits later.

One benefit of issuing refunds is that it’s a great opportunity to get feedback that you can use to improve your future offers. Ask the customer why the product didn’t meet their needs and find a better way to serve them.

Engage Your Audience

Right after a purchase is an ideal time to get people to connect with you on social media, follow your blog, or join you wherever else you are online. They’re feeling excited about your product or service, so keep the momentum going. Invite them to be a part of your online community.


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The key difference between traditional marketing strategies and Customer Lifecycle Marketing is that this approach sees sales as the beginning of the customer relationship, not the end. Start thinking this way, and you’ll see massive growth in customer loyalty and sales.

Want to learn more about using Customer Lifecycle Marketing to benefit your business’s bottom line? Check out our Marketing through the Customer Lifecycle 30 minute webinar. You’ll be glad you did.

*5 Reasons to switch from the sales funnel infographic created with Venngage Infographic creator