Wednesday, May 21, 2008


Yesterday, I just went off on one about customer interaction patterns, and how online and offline behavior's weren't so traceable, and weren't so simple. Today, Patty Seybold has a timely reminder that there are three different customer lifecycle scenario's: I really like them because each one gives you some good framing to work within, and then match to your online / offline activities:

  • Customer Lifecycle Customer Scenarios. These are closely connected to customers’ discovery, acquisition, and use of your products to fulfill a need they have. How do customers ideally want to interact with your brand and your ecosystem through their product lifecycle?
  • Event-Triggered Customer Scenarios. These relate to life events or business events that customers need to deal with. For consumers, these might include buying a new home, retiring, welcoming a new baby into the family, sending a child off to college. For business people, these scenarios may include things like launching a new product, opening a new branch, or downsizing the business.
  • Outcome-Based Customer Scenarios. Some scenarios are focused on a specific outcome, such as losing 20 pounds, getting a promotion, or increasing your revenues by 20 percent while retaining or improving your current profit margins.

Just to take the second point there, "event triggered scenarios". If a chronic late payer has received messages from your organisation attempting to engage them in conversation around that commitment, wouldn't it be interesting to know that their house was up for sale? That their car was at auction etc. That scenario could be delivered to you via some interesting mashup's.  Indeed, if 20 other properties within "x" distance, or within that post code had gone up for sale in the last quater, this may influence how you wish to treat the customer debt (i.e. it really is in danger of going delinquent).

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