Stage 1: Customer Acquisition: Includes promotion + other incentives to:
- Acquire completely new customers
- Entice exisitng customers move internet
- Techniques: Obtaining customer email address
Stage 2: Customer Retention
- Goals: One-time customers = repeat customers + Keep customers in on-line channel long possible.
- Techniques: Personalisation (Helps create 'stickiness' + increases switching costs).
Stage 3: Customer Extension
- Concerned with maximising lifetime value customer.
- Techniques: Personalised communications used encourage repeat cross-selling + up-selling.
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