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The SIM Framework

The Market Life Cycles - from Cradle to Grave

Click here for the list of example companies at each stage of the Customer Relationship Cycle.  

Managing Change's Strategic Interactive Marketing (SIM) framework is built around Customer Life Cycles and Behaviour to acquire and leverage Lifetime Valuations from your customers.

Context Marketing Cycles

The first two cycles define the the all important context:

Brand Development Cycle

• Product/Service Development Cycle

Most companies have already defined their Brand, or they have Brand attributes that are clearly identified by the consumer. It is important for SIM to identify and support the Brand.

SIM provides an opportunity for innovative Products and Service delivery. This can be with existing Products and Services, but often, to leverage the full benefits SIM, will include innovative offerings.

Click the diagram to see it enlarged.

Core Relationship Cycles

The next 3 cycles are the core of SIM:
 

• Customer Relationship Cycle
  • Product/Service Acquisition Cycle
    • Communications Cycle

The Customer Relationship Cycle is the pathway to Mass Customisation. It identifies 4 levels of customer interaction, intimacy and production.
 

1. Mass Information
2. Mass Presentation
3. Mass Personalisation
4. Mass Customisation

Click the diagram to see it enlarged.

To-day, most companies using the Internet are at level 1 (Mass Information) with many at or moving to level 2 (Mass Presentation). Few have gone beyond this because it requires far more that a sophisticated Internet offering. It requires a new organisational paradigm. For this reason, companies are likely to introduce levels 3 and 4 on a gradual basis, to their most discerning and profitable customers.

Post Sales Support Cycles

SIM sees marketing as way of life that permeates the who company. SIM therefore goes beyond selling. It continues into Servicing and Disposal because each Servicing and Disposal event is an opportunity to sell further Products and Services, and thus increase customer life time values.
 

• Customer Service Cycle
  • Communications Cycle
• Customer Product/Service Disposal Cycle
  • Communications Cycle

Click the diagram to see it enlarged.

Get the Detail

Use the VCR buttons to follow a fuller description of each of the cycles.

Next is Brand Development

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Implications

It will be appreciated from this high-level view, that for success SIM needs to be part of a company wide initiative that addresses external industry competition and internal cultural and organisational issues. This is addressed by the SIM Methodology. Some of the implications are addressed in the final page of the SIM Framework.

Whilst the Methodology provides the strategy and organisational processes, and the Framework the structure, any implementation needs to be supported by tools and techniques based on practical experience. Managing Change is using the Don Peppers' and Martha Rogers' One to One Fieldbook.

Tom Vassos' Framework

Managing Change's SIM framework can be used in conjunction with Tom Vassos' Strategic Internet Marketing Framework. This is a 17 stage framework of increasing technological internet capability.

External Resources
 

1. For examples of companies at different stages in the Customer Relationship Cycle see the Database of example companies.
2. Cooper A E, Riding the Whirlwind: Strategic Interactive Marketing in Insurance, Managing Change, Andover, England, 1997. (This site has an Executive Summary). Much of the report is now available on-line.
3. See the full list of resources for this web site for other related resources.

[Overview] [Brand Development Cycle] [ Product/Service Development Cycle]
[Customer Relationship Cycle] [Mass Information] [Mass Presentation] [Mass Personalisation] [Mass Customisation] 
[Acquisition Cycle] [ Service Cycle] [Disposal Cycle] [Communications Cycle] [Implementation] [Tom Vassos' Framework]

[SIM Overview] [One to One Marketing] [Mass Customisation] [Interactive Mediums] [STEP Analysis]
 [SIM Executive Summary] [SIM Report] [SIM Project] [SIM Methodology] [SIM Framework] [SIM Toolkit] [SIM Illustrations] [SIM Links]

[Key Information & Resources] [Guest Contributions] [List of Support Topics] [What's On]

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