For consumer brands, customer acquisition costs are at an all-time high and retention is more important than ever. Traditional and linear customer lifecycle stages – awareness, activation, retention, revenue and referral are no longer relevant. With so many competitive choices and distractions that customers have, it is impossible for growth and retention teams to keep up with these lifecycle changes without a real time context. As a result, customer communication fails to provide a relevant customer experience.

1. A Paradigm Shift:
Customer Lifecycle
Management in 2019
and Beyond

2. About the Speakers
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3. Agenda
• The State of 2019
• Understanding Customer Lifecycle Management
• Automating and Analyzing CLM
• Campaign Examples
• Benefits of Using RFM Analysis
• About CleverTap & Resources
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4. Let’s get started!

5. The State of 2019

6. Hyperconnected Users
Expecting Great Experiences
Always Plugged In
Different Locations
Different Devices
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7. Understanding CLM

8. Customer Lifecycle Management (CLM)
Marketing to users based on which stage they are in.
• Lifecycle is not linear
• Effective CLM = Increased Profitability
• Effective CLM = Improves LTV
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9. Automating things
with RFM

10. 10
RFM (Recency, Frequency, Monetary) Analysis
Putting data science into the hands of growth & retention teams.

11. RFM (Recency, Frequency, Monetary) Analysis
Putting data science into the hands of growth & retention teams.
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12. RFM at Different
Lifecycle Stages

13. Mapping RFM Analysis To Lifecycle Stages
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14. Campaign Examples

15. Campaign Ideas
Reward Loyal Customers
• Gift coupons personalized by their interests
• Upsell to Champion benefits
Reward Champions
• Early access to content & products
• Concierge services
Monetize Promising
• Limited time offers
Monetize Potential Loyalists
• Bundle deals for higher spends
• Recommendations based on interest
Reactivate Cannot Lose Them
• Discounts, Credits
• Best selling content/products newsletters
Reactivate About to Sleep & At Risk
• Remarketing on social media channels
• Ask for feedback about declining behavior
Retain New Customers
• Onboarding, education of USP’s
• Increase reachability via email, phone etc.
Acquire
• Lookalikes of your best segments
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16. At Risk
Champions
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Engage based on RFM Segments

17. The Benefits of
Using RFM Analysis

18. The Benefits
Why you should use RFM as the basis of your CLM.
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1
Actionable
2
100%
Automated
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Flexible.
Learns & Adapts
to your growth

19. Q&A Time!
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20. About

21. An Intelligent Mobile Marketing Platform
We combine real-time customer insights, an advanced segmentation engine, and
powerful engagement tools into one intelligent marketing platform.
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22. We’re trusted by today’s top brands
8000
CUSTOMERS
1.5 billion
DEVICES REACHED
120 BILLION
EVENTS PROCESSED PER
MONTH
80 billion
MESSAGES SENT PER MONTH

23. How to Learn More
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24. Resources to help:
E-book: RFM Quick Start Guide
-Click here.
CleverTap blog: Everything you need
to learn on CLM and best practices.
-Click here.
Live demo: Get a customized
30-minute demo from our team
-Click here.
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25. Thank You!
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