It’s no secret that customer retention and loyalty is extremely important to business, and it's also well known that it is usually far easier and costs less to get repeat business from existing customers than it is to acquire new ones from scratch. So shouldn’t your marketing strategy target customers beyond the point of purchase to drive further business results? This is where Customer Lifecycle Marketing (CLM) can help you target existing customers for improved profitability and reduced marketing costs.

A greater focus on improving brand loyalty and customer retention can have an exponential effect on company profits. In fact, different studies report that increasing customer retention rates by 5 percent increases profits by anywhere from 25 percent to 95 percent.




CLM can be defined as strategies that aim to attract, convert, retain, and leverage customers in order to increase revenue and drive business growth. These strategies target customers throughout the buying journey and they focus on the bigger picture, looking beyond the point of purchase to focus on the whole customer experience.

CLM is a concept built around the idea that brands should know where their customers are positioned in their purchase journey and then treat them accordingly. Simply put, customers who are at different stages of their relationship with your brand must be approached and cultivated using different strategies. This requires deeper customer intelligence at every touchpoint throughout a buying cycle and beyond. That’ why CLM includes the stages in the marketing funnel from consideration through sales, and extends into retention, loyalty, and advocacy.




Increasing the number of customers that buy from you again helps decrease marketing costs. In fact, attracting a new customer costs your company five times more than keeping an existing customer.









When reporting on your CLM initiatives to superiors, you’ll want to forecast the profitability of your efforts. You can do this by calculating your average Customer Lifetime Value (CLV). CLV is a prediction of the total net profit a company makes from a customer over the entire future of their relationship.



The benefits that brands reap from developing and keeping loyal customers are significant. The real value of CLM is having an integrated system that allows you to attract and generate customers and later expand your business by getting referrals.
It is a strategy that allows you to monetize every opportunity. As a result, it will bring you the highest ROI.
CLM also makes things way easier. So there is no reason why you shouldn’t try it yourself.