32 •
The Lion King
• July - September 2015
Customer Service
1.
2.
3.
4.
5.
Customer Life Cycle (CLC) is
a term in Customer Relation-
ship Management (CRM) that
describes the progression
of steps a customer goes
through when considering,
purchasing, using, and main-
taining loyalty to a brand,
product or service.
There are five distinct steps in the CLC
process:
Reach:
Trying to get the atten-
tion of the people we
want to reach, demands
that a business has the
needs of a customer as priority. The
business must approach the customer
with Humility, address them politely
and make them feel safe with the
business or service on offer.
Acquisition:
Attracting
and
bringing
the
reached customer
into the sphere of
an organization costs
money and resources.
It usually involves long
planning and strategy
sessions, implementation of
plan, and marketing cam-
paigns. Therefore, all
hands should be on
deck to maxi-
mize
the
benefit that
comes with
the costs
p l u n g e d
into acquir-
ing
cus-
tomers, in
order to achieve a win-win situation.
The Integrity of the business should be
the guide here.
Conversion:
When the customers the
business has reached or
acquired decide to buy
a service or product from
the business, it is important the staff
from the business, show that they are
concerned about his or her success
and that you are willing to support his
or her drive to achieve stated goals.
The business must show that it under-
stands them better than the competi-
tion. The business must show Empathy
Retention:
Trying to keep the cus-
tomers and trying to sell
them more (cross- selling,
up-selling) will require that
the business grow and sustain the rela-
tionship with the customer. The busi-
ness cannot rest on the fact that they
have already acquired the customer.
A business must show Resilience to
continue to dominate the industry and
to avoid customer attrition.
Loyalty:
All businesses must strive
to make the customer
become more than a
customer: a loyal partner
and even a ‘brand advocate’. To
achieve this, the business must ensure
it continues to engage the customer
–appreciate them for being there all
the way; celebrate them whenever,
wherever, however possible – they
deserve it.
Remember that ensuring customers’
loyalty to UBA Plc, lies in our ability to
convince ourselves of the fact that no
other person can delight the customer
except us, afterall, we have HEIR in
our DNA.
Understanding the 5 steps
in the Customer Life Cycle
By Mathias Mogaji
Intention to
recommend
Perceived value
for money
Intention to
repurchase
Overall
satisfaction
