Marketing and Sales Management should create goals, strategies, and a framework for collecting information about actual customers, potential customers, and desired customers and document them in the SL100-1 CUSTOMER LIFE CYCLE MANAGEMENT PLAN. Methods for collecting information can include:
- Surveys and questionnaires (including web forms);
- Focus groups;
- Customer post-purchase, postage-paid warranty and response cards;
- Sales, customer service, and order entry interviews and discussions; and
- Contracting with third-party market research companies.
The Customer Life Cycle Management Plan Template covers collecting information, using information, a customer profile, and comments. Top Management should approve the Plan. After placing a Customer Life Cycle Management system in action, Marketing and Sales Management should measure aspects of prospect and customer behavior in order to measure and monitor the success of Customer Life Cycle Management.
Marketing and Sales Management should meet to review previous and current customers profiles, and implement improvements in the customer profile and customer profile development to create more consistent, more correct, and more detailed customer profiles. They should also adjust techniques for soliciting information from customers and prospects as required to meet information collection goals, as well as the questions used and the types of information gathered.
Customer Life Cycle Management Plan Template Details