A few years ago Rick de Wit of 100%EMAIL wrote an article about getting and keeping happy customers with the help of marketing automation.* Also automatically sending a series of unique messages based on events in the customer lifecycle . The purpose of this is to serve the person optimally. In this article we go a step further. Because is someone still waiting for these messages if they have been a customer of yours for a long time?
A customer lifecycle, what is that again?
A customer lifecycle is the length of time in which something exists or can be used. Such a lifecycle can be long, but also very short. Anyone who goes on a trip, for example, has undoubtedly seen something of it. You will receive confirmation that your reservation has been received. A few days before arriving at your destination, you will receive another email with tips. And a few days before you leave, you’ll receive an email to get you started with check-out or customs clearance. Once you get home, there’s the email asking how you experienced your trip.
Determining content and contact moments of the customer lifecycle
In this example, the customer lifecycle consists of 4 contact moments:
- Tips before arrival
- Tips on departure
A lifecycle can be long, but also very short.
You can of course add more contact moments to this customer lifecycle – if that is relevant for the recipient. Sit down with someone from customer support and ask what the most questions are about. And when they are made. This quickly provides new insights with which you can determine contact moments in the customer lifecycle. Do you have any questions about checking in at the airport or at the hotel? Then the contact moment with tips about arrival may be very valuable. The momentum at which the questions come in can determine when this contact moment is relevant to send. Is that a week before arrival, or a day?
Is the customer lifecycle still relevant for everyone?
A customer lifecycle is extremely valuable to the recipient. It answers – if all is well – questions that have not yet been asked. Especially if you are going on a trip for the first time. You don’t know what you Canadian CFO Email List don’t know. But will the customer lifecycle as you have determined it remain relevant for everyone? That is the key question. I don’t think so, and for this reason.
Maslow’s Learning Curve
When learning a new skill, competence, knowledge or new behavior you go through 4 steps. Also known as Maslow’s learning curve . The 4 steps are:
- Unconsciously incompetent
- Consciously incompetent
- Consciously competent
- Unconsciously competent
You do not know what you do not know. You are therefore not aware that you do not yet know or can do certain things.
You now know that you can’t or don’t know something yet. You then have the choice whether you want to learn this.
You make the acquired knowledge more and more your own. You also feel more comfortable now, because you are getting better and better.
You are no longer concerned with the new knowledge. You no longer think about it, but show it automatically.
Going to your new job for the first time
Imagine you have a new job and you start on Monday. Exciting! Because you leave nothing to chance, you turn on the navigation in your car. This way you know for sure that you arrive at your new work. The next day you also turn on the navigation, just to be sure. But on the third day, the navigation can be turned off. You no longer need guidance, you now know how to find the address of your new work flawlessly.
In this example you have already gone through the steps of Maslow’s learning curve. You are now unconsciously able to get from home to work, without the aid of a navigation system. But imagine that the navigation system is just switched on every day and navigating you to work. At the traffic light turn left, after 100 meters turn right, after 3 kilometers at the roundabout three quarters. I’m sure this quickly becomes irritating, isn’t