Category Archives: customer lifecycle

Customer Lifecycle Research: How to Gain Consumer Insights at the Retention Stage

Key Takeaways: Customer service (feel the love) is key to repeat or new product purchases for current customers. Transforming customers into “product loyalists” requires companies to invest in advocacy marketing, communications, and customer research and analytics. Beyond customer satisfaction, retention will drive the financial Customer Lifetime Value (CLV) – the amount of investment that a... Read More

How to Use Qualitative Research for Insights at the Purchase Stage

At the center of the consumer buying process, purchasing is the main step to revenue and profit. The purchase stage is divided into two different phases: the decision to purchase and the purchasing process itself. Both require different marketing tools and qualitative insights.     Purchasing Stage Attitude Requirements Marketing Collateral/Testing Decision Engagement Sense of security Additional reinforcement Product information, brand knowledge Social media content, customer reviews Brand information, retargeting... Read More

Customer Lifecycle Research: How to Gain Consumer Insights at the Consideration Stage

KEY TAKEAWAYS Marketing demand generation programs that focus on generating interest or “leads” and transforming prospects into customers should be modified at each stage of the customer journey including the consideration stage to address the types of questions, concerns, and needs evident at that point of the solution assessment.  Two-thirds of the touchpoints during the active... Read More