Customer Lifecycle

Increase customer value with less risk throughout your customer lifecycle.

As Peter Drucker put it: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

From promising new customers to existing high-risk customers – and all in between – we help you assess the effectiveness of your current lifecycle initiatives. And then we guide you in improving customer behavior to add P&L value.

Audits and Assessments

Our audits and assessments provide a methodical examination and review of your existing customer lifecycle processes and programs.

  • Examine customer acquisition policies, processes, offers and performance.
  • Compare new customer profiles to the market.
  • Inspect existing customer processes, policies, processes, offers and performance.
  • Assess existing customer initiatives’ contribution to portfolio performance.
  • Examine retention policies, processes, offers and performance.
  • Assess customer retention outcomes over extended performance periods.
  • Look at high-risk customer profiles, policies, processes, offers and performance.
  • Assess risk/reward trade-off of high-risk policies versus risk performance and collections operations.
  • And more….

Assessment complete, you’ll have the systems and processes to support development of customer lifecycle packages and offers to grow your business, nurture your customer relationships – and reduce risk.

Development and Design

In this stage, we define the desired state of your customer lifecycle strategies and packages and customer relationships. Then we translate that into relevant business processes and solutions that are applicable to each customer lifecycle package.

  • Assess market: target market, growth drivers, channels, and offers.
  • Understand your most profitable customers.
  • Design test and tools for application to critical processes.
  • Develop tailored predictive models to improve portfolio performance.
  • Simulate P&L impact of varying customer lifecycle strategies and programs.
  • Ensure compliance with regulatory requirements.
  • Define collaborative models for marketing, risk, operations and technology.

Our strict analytic discipline helps you devise customer lifecycle strategies and programs that translate to successful business processes and solutions for creating more value from all stages of customer relationships. 

Implementation and Delivery

In this stage, we create a complete roadmap so you can incorporate data, technology, analytics and talent into business applications to execute your customer lifecycle strategies.

  • Ensure holistic understanding of business strategy, structure, roles and responsibilities.
  • Identify executive sponsor accountable for roadmap delivery.
  • Identify project management resources to create and manage roadmap structure, governance and performance tracking.
  • Schedule ongoing roadmap updates.
  • Ensure progress and delivery of target goals.
  • Adjust and reevaluate dates and delivery as required.

The complete roadmap prepares you for successful execution.


Measuring the progress and effectiveness of your customer lifecycle strategies and programs demonstrates the connection between strategy, requirements, insights and action.

  • Set targets and plan metrics tracking.
  • Evaluate and align performance with expectations.
  • Create and implement this critical discipline for continued success.
  • Incorporate key learnings from testing for refinement.
  • Track KPIs against assumptions and financial forecasts.

This ongoing process discipline assures that continuous measurement-based refinement delivers desired financial results.