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Scientific journal
Научное обозрение. Экономические науки
ISSN 2500-3410
ПИ №ФС77-57503
ISSN 2500-3410
ПИ №ФС77-57503
APPROACH TO DETERMINATION OF LIFECYCLE OF THE CLIENT FROM THE LINE ITEM OF INTERACTION MARKETING
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In article relevance of determination of a stage of lifecycle of the client is proved in case of implementation of customer-oriented approach. The analysis of the most widespread models of lifecycle of the client is carried out. The approaches considering the status of the client, stages of interaction and stage of forming of loyalty are allocated; comparison is carried out them. Need of accounting of industry specifics is designated when modeling lifecycle of the client. The special place in research is taken by author’s approach to allocation of customer groups which allows to increase process efficiency of customer interaction. Benefit of author’s approach is detailed consideration of the traditional integrated stages of lifecycle of the client that allowed to formulate and prove rational decisions in the field of interaction marketing. Results of research can be used by the entities in the analysis of structure of client base, development of programs of customer acquisition, forming and consumer loyalty development.