Posted by Rubijanto on April 08, 2002 at 20:44:42:

In Reply to: Re: A TOOL? OR A FOUNDATION? THE ROLE OF TECHNOLOGY IN KNOWLEDGE MANAGEMENT posted by Piotr Sochocki on April 08, 2002 at 02:30:11:

Responsing the Characteristic of the Second Curve Through Understanding the Customer Life Cycle.
Customer relationship management requires leveraging our knowledge about each of our customers to make each touch or interaction with him or her satisfactory to the customer and profitable to you in the long run. Although CRM technology, a cross-functional business strategy and the appropriate organization structure and culture can help us do this, there is another key to managing customer interactions – understanding the customer life cycle as a media to response the changing phenomena of customer’s behaviour in the second curve paradigm.
The customer life cycle is a means of defining and communicating the way in which an enterprise interacts with its customers and prospects.

“The purpose of the customer life cycle is to define and communicate the stages through which a customer progresses when considering, purchasing and using products, and the associated business processes a company uses to move the customer through the customer life cycle. The map of CRM technology to the customer life cycle, presented in the next parts of this series, provides a mechanism for prioritizing systems projects and for understanding the information required by specific customer interactions.” (Claudia Imhoff – Jonathan G Geiger – Lisa Loftis, Building the Customer-Centric Enterprise, DM Review 2000).
When a customer is considering the purchase of a product or service (a "prospect" in the early stages of the customer life cycle), he or she goes through a predictable series of thought processes.
-Identify needs that may be filled by a product or service available for purchase.
-Develop awareness that your organization exists and may be able to fulfill the identified need.
-Learn more about your organization and the products and services that may fill the need.
-Consider how the products and services offered by your organization do or don't satisfy the identified need.
-Evaluate the suitability of your products and services against others (the competition) to fill the identified need.
-Decide to purchase your product or service, go to a competitor or not fill the need. We refer to this stage as the "customer moment."

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