Customer lifecycle management (CLM) is the measurement of specific metrics relating to customers and the value they bring to your business.
Customer lifecycle management is a simple concept — it’s basically marketing to users based on what lifecycle stage they’re in. After all, the marketing message you send to a brand new user should be different from the message to a loyal customer of many years.
Traditional customer lifecycle stages will include at least five different stages:
You should be tracking and maximizing the purchase experience at each and every stage of the customer buying cycle.
For growth and retention teams, this process gives you a way to predict what customers need at every stage so you can communicate with them in the most relevant way.