Learn customer lifecycle management strategies implemented by leading brands across industries as varied as video streaming, telecom, and credit/debit cards. Join Ashish Khatri, exemplary customer marketing professional as he shares best practices around customer lifecycle management for your organization. Learn easy-to-implement strategies that ensure not just higher returns from each customer but also decrease acquisition costs for your marketing efforts. You'll learn: 1) Introduction to Customer lifecycle management for the Mobile-first World, from targeting to retention. 2) Examples, insights, and strategies that Ashish used to improve on-boarding, retention, adoption, loyalty, and LTV. 3) Practical ideas to help boost your retention and engagement numbers.

1. Customer Lifecycle Management For
Mobile Marketers with Ashish Khatri
SPEAKER- Ashish Khatri, Independent Marketing Consultant
(ex-Amazon Prime Video, Vodafone, ICICI Bank)
WEBINAR

2. Speaker
ASHISH KHATRI
A consumer marketing professional with rich and varied marketing experience across
online as well as offline businesses with organizations like Amazon, Vodafone, Reliance
Jio and ICICI Bank. Ashish’s marketing experience pans across the entire marketing value
chain -customer acquisition, customer insights analytics, digital marketing, brand
communications, media planning and developing/ deploying customer value proposition
to market. Ashish currently works as an independent marketing consultant with startups
and SMEs, helping them scale up by crafting effective marketing plans.

3. MoEngage Inc
MoEngage is an Intelligent Customer Engagement Platform that allows
consumer brands to engage users with the right content on the right
channel, at the right time.
MoEngage is built for the mobile-first world. With AI-powered
automation, optimization capabilities, and in-built analytics.
MoEngage enables hyper-personalization at scale across multiple
channels like mobile push, email, in-app, web push, On-site messages,
and SMS.
Fortune 500 brands across 35+ countries such as McAfee, Samsung, and
Nestle use MoEngage to orchestrate their omnichannel campaigns.
MoEngage has been featured on Gartner’s Magic Quadrant
for two consecutive years and is the youngest company on the list.

4. Pioneer in Marketing
Automation
with continued industry-first innovations every year.
Smart Triggers
Push
Amplification
Geo Fencing
Sherpa
Dynamic Product
Messaging
2014 2015 2016 2017 2018 2019
Analytics

5. Trusted by Fortune 500 brands

6. Become a CLM
Superstar!

7. Why Customer Lifecycle Management
• Disruption across more industries.
• Retaining customers continues to remain a challenge (only 29% continue to
be active after 3 months)
• Multiple Apps competing for limited mindshare of customer.
• Customers are getting exposed to best-in-class hyper personalized, relevant,
real time messaging.
• As mobile internet penetrates deeper-
- Voice as the preferred mode of search
- Vernacular as the preferred language
- Markedly different consumption patterns than early adopters
*Source: Localytics 2017

8. Customer Lifecycle Management Framework
CLM is the process of marketing to customers based on the stage they are in

9. Building blocks of effective CLM
2. Real time, automated
customer segmentation
3. Real time,
personalized, automated
campaigns
1. Having a single view of
the customer
Right message to the right customer at the
right time, through the right channels

10. Segmentation
Demographics Age | Gender | Marital status | Income | Education
Location City | Cell site
Handset Handset | Browser | Data connectivity | Data speed
In-App
behaviour
Completed any action within the purchase funnel
Install | Sign up | Search | Viewed Product page
Added to cart (watch list) | Payment failure |Purchase
RFM
segmentation
Recency: Last customer performed action
Frequency: How frequent is this customer action
Monetary value: Aggregate value of customer purchases
provides actionable segments ranging from power users
to dormant customers to at-risk customers

11. Segmentation essentials
More granular your
targeting, higher are
chances of success
Segmentation engine
has to run real-time
Automate key use
cases with the highest
impact on business
metrices

12. Segmentation: use case

13. Push notifications: best practices
Communication
• Copy: right length, clear
• Tonality – conversational,
arousing curiosity
Providing actionability to
customer
Setting frequency caps at
customer level
Relevant and personalized
Timely
Continuous optimization
through A-B testing
Use deep links for easy
navigation
Experiment with rich media
features

14. 14
Onboarding journey
2. Identify high value
actions most closely
linked with goals
3. Design programs to
nudge customers
towards those HVAs
1. Set measurable goals
for the on-boarding
journey

15. 15
Onboarding: points to ponder
Collect customer data points which
will help you personalize user
experience
Vary onboarding flows
according to acquisition
channel
Get the sign up flow
right, through
continuous optimization

16. Thank You!
Any questions?