The only way to maximize the efficiency of customer acquisitions is to make them stay as your customers for as long as it is possible, “pop culture” calls it retention management. This is how deconstruction of it looks like:• Leads conversions - automated conversion process of the possible customers who abandoned check-out • Up-sell / Cross-sell - process to increase customer lifetime value (CLV) by up-selling him with additional products from your stock or cross-selling him to the another brand of your portfolio • Customer relations management (CRM) - automated marketing communication with already existing customers to keep them nurtured and to manage sentiment towards your brand • Customers base management (CBM) - not each of your customers is a value customer, this is why segmentation is the critical component to identify customers with whom you need to be pro-active (marketing promo campaigns and special offering) and the ones who require re-active actions. • Segmentation - identification of segments of your customers to have a clear view what kind of retention marketing is required to keep them stay with your brand (in some cases, identification of the segment which must be allowed to drift away)
