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A Simpler Way to Manage Customer Lifecycles

How to tackle the question of when to approach customers with a new offer

April 10, 2012

Finding the correct balance with customer contact can be challenging: Too much turns them off, too little misses sales opportunities. This article examines a relatively simple method to find the right balance.

One of the biggest challenges for any sales and marketing organization is when to reach out to a customer with an offer or promotion. If it is done too frequently, it loses its impact or even turns the customer off. By contrast, if it is too infrequent, sales opportunities may be missed altogether.

A simple behavioral segmentation technique called recency-frequency-monetary (RFM) value can help optimize the …

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