Pitney Bowes Business Insight Blog

Recently, I attended the CRM Evolution 2010 conference and had the pleasure of watching a presentation entitled, “Driving superior client engagement: Merrill Edge Advisory Center case study,” by Aaron Tellier.  Mr. Tellier is the Director of CRM Strategy within Merrill Lynch’s Global Wealth & investment Management group.  During Aaron’s presentation he discussed five processes and/or categories that he and his team used when segmenting their existing customer base – Retain, Repair, Confirm, Expand and Advocate. 

Are you really managing the customer lifecycle or are you reacting to it?  Every business is challenged to effectively cultivate customer relationships, so where should we begin?