Customer lifecycle management

Short description: Business practice

Template:Marketing operations Customer lifecycle management (CLM) is the measurement of multiple customer-related metrics, which, when analyzed over time, indicate business performance. The overall scope of CLM implementation encompasses all domains or departments of an organization, generally integrating all sources of static and dynamic data, marketing processes, and value-added services into a unified decision-support platform through iterative phases of customer acquisition, retention, cross- and upselling, and lapsed customer win-back.[1]

Modern approaches also integrate AI-powered personalization, omnichannel engagement, and predictive analytics to improve customer retention and lifetime value.[2][3][4]

Some detailed CLM models further break down these phases into acquisition, introduction to products, profiling of customers, growth of customer base, cultivation of loyalty among customers, and termination of customer relationship.[citation needed]

Any customer lifecycle management program would need to use a customer relationship management system (CRM).[citation needed]

According to a DM Review magazine article by Claudia Imhoff, et al., "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."[5]

## See also

* Customer relationship management
* ECRM
* Purchase funnel

## References

1. ↑ Mark D. Thompson. "e-Marketing Fundamentals: the Customer Relationship Curve". http://www.realmarket.com/required/rappdigital4.pdf.
2. ↑ "Customer Lifecycle Management in the Digital Age: Strategies, Metrics, and Best Practices". 2025-08-12. https://www.aftersale.one/blog/customer-lifecycle-management-digital-age.
3. ↑ "How AI is Transforming Customer Retention Strategies". 2023-05-10. https://hbr.org/2023/05/how-ai-is-transforming-customer-retention-strategies.
4. ↑ Katerina Merzlova (2025-12-09). "Integrating AI into Business". https://sumatosoft.com/blog/integrating-ai-into-business.
5. ↑ Claudia Imhoff; Jonathan G. Geiger; Lisa Loftis (November 2002). "Building the Customer-Centric Enterprise". DM Review Magazine. http://www.dmreview.com/issues/20001101/2813-1.html. Retrieved 2008-11-04.

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