Customer Relationship Management (CRM) is a management strategy that almost every business house in the world deploys to spruce up its relationship matrix with its customers. CRM is a set of techniques used broadly to collect, analyze and sort customers’ database which facilitates a business improving its relationship with the customer. CRM has a very important aspect within which is called Customer Life Cycle or CLC.
In customer relationship management (CRM) Customer life cycle is described as a term which is used to evaluate the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service.
Marketing analysts Jim Sterne and Matt Cutler have developed a matrix that breaks the customer life cycle into five distinct steps: reach, acquisition, conversion, retention, and loyalty. In layman's terms, this means getting a potential customer's attention, teaching them what you have to offer, turning them into a paying customer, and then keeping them as a loyal customer whose satisfaction with the product or service urges other customers to join the cycle. The customer life cycle is often depicted by an ellipse, representing the fact that customer retention truly is a cycle and the goal of effective CRM is to get the customer to move through the cycle again and again. Link
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