Figures: Chapter 10 – Customer Lifecycle Model example

Privacy-conscious customer marketing model

Privacy is part of the customer experience. It’s a human righright. It’s the law. All marketers have to adapt. We need to make the most out of opportunities even when interactions are entirely anonymous. Alongside, we need to work on earning each customer’s trust to gain their permission to market and build a data relationship.  

Experience Analytics is part of the solution here in multiple ways. 

Step 1: Provide the best possible generic experiences that you can

Build trust by providing value to the customer. What’s in it for them in return for registering? Your brand needs to lead by providing value while the relationship is still entirely anonymous.

The use cases for Experience Analytics throughout this book help you provide that value by making the digital experience as good as it can be. Understand how customers want to be interacting with your brand and innovate your web and mobile experiences for that. Eliminate all areas of confusion and friction proactively.     

Step 2: Personalize based on intent 

Even when the relationship is still wholly anonymous, the opportunity with Experience Analytics is to help personalize same-session experiences in real-time based on the customer’s digital body language. 

 Step 3: Ask for permission in the most effective way 

When it comes time to ask permission from the user by registering on the site or app, use Experience Analytics to make that registration process as seamless as possible. Find and eliminate all areas of friction. Place the registration options in the most effective locations within pages and the customer journey.

Step 4: Use the permission wisely 

Even after permission to market is established, marketers can still lose it all too quickly. Use Experience Analytics continuously to make sure that marketing contacts remain as relevant as possible and that experiences remain as seamless, rewarding, and inspiring as possible. 

The resulting customer life-cycle model looks more like an ellipse than a circle. Customer relationship marketing is here to stay but works best for customers that are already closest to the brand and have given their permission to market. But at any moment, there is an even larger audience who choose to stay anonymous while they discover the brand and do their “window shopping” from “a distance”. With experience optimization and personalization based on intent, we’ve got a better chance to inspire them and win them to the brand.  

Figure: The customer marketing lifecycle “egg” model