ABSTRACT
Introduction Over this and the next chapter you will be introduced to the idea of a customer lifecycle and its management. The core customer lifecycle management processes are the customer acquisition, customer development and customer retention processes. These three processes determine how companies identify and acquire new customers, grow their value to the business and retain them for the long term. We also review the key metrics or key performance indicators (KPIs) which companies can use to assess their customer lifecycle performance. We examine customer development and retention processes in the next chapter.
