The Customer Life Cycle (CLC). (I.K)

The Customer Life Cycle (CLC). (I.K)

October 27, 2008, 7:25 pm
Filed under: Theory

The Customer Life Cycle

The Customer Life Cycle (CLC) has obvious similarities with the Product Life Cycle (PLC). However, CLC focuses upon the creation of and delivery of lifetime value to the customer i.e. looks at the products or services that customers NEED throughout their lives. It is marketing orientated rather than product orientated, and embodies the marketing concept. Essentially, CLC is a summary of the key stages in a customer’s relationship with an organisation. The problem here is that every organisation’s product offering is different, which makes it impossible to draw out a single Life Cycle that is the same for every organization.

CRM is a term that is often referred to in marketing. However, there is no complete agreement upon a single definition. This is because CRM can be considered from a number of perspectives. In summary, the three perspectives are:

• Information Technology (IT) perspective
• The Customer Life Cycle (CLC) perspective
• Business Strategy perspective

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