What is CLM
Customer lifecycle management is a process where different stages of a customer's lifecycle gets assigned to one or more measurable metrics.
Why does CLM matter
Most of us follow a similar set of steps when it comes to choosing a product or service, where familiarity and brand loyalty play a large role in our decision. Rather than leaving that to chance and hoping your customers will choose your product, companies have the opportunity to guide prospects into a certain direction. That isn't to say they are forcing people to choose - no, it is more like providing users with content, products and services that they are already looking for.
Most importantly, brands need to provide value.
For each of the stages in a customer's lifecycle, eCommerce brands can (and should) pick and choose the content they put in front of their users.