{"id":33638,"date":"2024-07-16T10:00:28","date_gmt":"2024-07-16T08:00:28","guid":{"rendered":"https:\/\/acceleraid.ai\/the-rfm-model-for-calculating-customer-value-and-segmentation-2-2-2-2-3\/"},"modified":"2024-09-13T17:48:15","modified_gmt":"2024-09-13T15:48:15","slug":"emob-the-crucial-first-90-days-in-customer-lifecycle-management","status":"publish","type":"post","link":"https:\/\/acceleraid.ai\/en\/about\/blog\/emob-the-crucial-first-90-days-in-customer-lifecycle-management\/","title":{"rendered":"EMOB &#8211; the crucial first 90 days in customer lifecycle management"},"content":{"rendered":"<p>The first 90 days of the customer lifecycle, also known as the \u201cEarly Month on Book\u201d (EMOB), are critical to a customer\u2019s long-term success and profitability. In this phase, the foundation for future customer behavior is laid &#8211; be it through targeted activation, incentives for card use or personalized offers. According to Mastercard research, cardholders who activate during the EMOB phase are three times more valuable over their lifetime. Below we show how companies can optimally design the EMOB phase, based on best practices from our white paper and the attached graphic \u201cEMOB campaign waterfall\u201d.<\/p>\n<figure id=\"attachment_33646\" aria-describedby=\"caption-attachment-33646\" style=\"width: 1367px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-33646\" title=\"EMOB Best Practice Campaignwaterfall CLM\" src=\"https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM.png\" alt=\"EMOB Best Practice Campaignwaterfall CLM\" width=\"1367\" height=\"836\" srcset=\"https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM.png 1367w, https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM-400x245.png 400w, https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM-768x470.png 768w, https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM-500x306.png 500w, https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM-82x50.png 82w, https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM-50x31.png 50w\" sizes=\"auto, (max-width: 1367px) 100vw, 1367px\" \/><figcaption id=\"caption-attachment-33646\" class=\"wp-caption-text\">EMOB Best Practice Campaignwaterfall CLM<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2><strong>Month 1: Activation and first incentives<\/strong><\/h2>\n<p>In the first month after card activation, the main goal is to familiarize the customer with using the card as quickly as possible and to create their first positive experiences. This can be achieved through a variety of measures:<\/p>\n<ul>\n<li><strong>Card dispatch and welcome series<\/strong>: The first contact begins with the sending of the credit card and a welcome series that explains the use and advantages of the card to the customer.<\/li>\n<li><strong>Incentives for first card use<\/strong>: Incentives such as welcome bonuses or cashback promotions are offered to encourage the first use of the card.<\/li>\n<li><strong>Apple Pay activation<\/strong>: Activating Apple Pay makes it easier to get started with mobile use and makes the card immediately ready for use.<\/li>\n<li><strong>4x Loyalty Cashback<\/strong>: Additional cashback incentives increase use of the card in the first few days and weeks.<\/li>\n<\/ul>\n<h2><strong>Month 2: Increase usage and retention<\/strong><\/h2>\n<p>In the second month, the focus will be on increasing the frequency of use and increasing customer loyalty to the card offering. This is achieved through targeted campaigns and the offer of additional added value:<\/p>\n<ul>\n<li><strong>Next Best Category campaign<\/strong>: Data-driven recommendations are used to present the customer with the next relevant offer in order to further intensify card use.<\/li>\n<li><strong>Installation of an app to collect loyalty rewards<\/strong>: Installing a mobile app allows the customer to keep an eye on their loyalty rewards and thus further increase the use of the card.<\/li>\n<li><strong>Incentive to deposit the card<\/strong>: Long-term use is secured through offers that encourage the deposit of the card with preferred service providers.<\/li>\n<\/ul>\n<h2><strong>Month 3: Promote high-selling categories and sustainable retention<\/strong><\/h2>\n<p>In the third month, the focus is on maximizing sales through the card. The aim is to steer customers into high-sales categories and win them over as loyal users in the long term.<\/p>\n<ul>\n<li><strong>Incentives for high-volume categories<\/strong>: Campaigns that target high-traffic areas such as travel or shopping motivate customers to spend more.<\/li>\n<li><strong>Next Best Category campaign<\/strong>: The customer is continually provided with personalized offers that are tailored to their previous behavior.<\/li>\n<li><strong>Instalment payment campaign and \u201cBuy now, pay later\u201d<\/strong>: Flexible payment options offer the customer additional financial flexibility and encourage the use of the card.<\/li>\n<\/ul>\n<h2><strong>Conclusion: The first 90 days \u2013 a critical time window<\/strong><\/h2>\n<p>The EMOB phase is a crucial moment in customer lifecycle management. Successful activation and use in the first three months not only significantly increases a customer&#8217;s lifetime value, but also creates a strong foundation for long-term loyalty. It is important to make the most of this critical time by using tailored campaigns, targeted incentives and personalized communication. Although the later phases of the customer lifecycle \u2013 such as churn prevention and reactivating inactive customers \u2013 remain important, successful activation in the first 90 days is crucial to long-term success.<\/p>\n<p>Would you like to find out more about CLM? Download our <strong>free comprehensive white paper<\/strong> with lots of examples <a href=\"https:\/\/acceleraid.ai\/en\/whitepaper\/\">here<\/a>! Would you like to know how specifically we can help you and your company to optimize CLM? Then <a href=\"https:\/\/acceleraid.ai\/en\/contact\/\">contact us<\/a>\u00a0and talk to our experts about individually tailored solutions!<\/p>\n","protected":false},"excerpt":{"rendered":"The first 90 days of the customer lifecycle, also known as the \u201cEarly Month on Book\u201d (EMOB), are critical to a customer\u2019s long-term success and profitability. In this phase, the foundation for future customer behavior is laid - be it through targeted activation, incentives for card use or personalized offers. According to Mastercard research, cardholders","protected":false},"author":24803,"featured_media":33646,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pgc_meta":"","_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[95,203,96,200,204,195,294,194,342,191,190,214,94,220,189,187,113,293,188],"tags":[360,346,344,347,331,345,349,343,295],"class_list":["post-33638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-a-b-testing","category-applications-en","category-bounce-rate","category-business-tools-en","category-cms-en","category-customer-intelligence-en","category-data-protection","category-e-commerce-en","category-integration-en","category-integrationen-e-commerce-en","category-kreditkarten-payment-en","category-machine-learning-en","category-personalization-en","category-personalization-en-2","category-retail-banking-en","category-telco-en","category-third-party-cookies-en","category-use-of-data","category-versicherungen-en","tag-ai-en","tag-cms-en","tag-conversion-optimization","tag-crm-en","tag-integration","tag-machinelearning-en","tag-salesforce-en","tag-scoring-en","tag-use-of-data"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EMOB - the crucial first 90 days in customer lifecycle management - Acceleraid<\/title>\n<meta name=\"description\" content=\"The first 90 days are particularly crucial for customer lifecycle management for new customers!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acceleraid.ai\/en\/about\/blog\/emob-the-crucial-first-90-days-in-customer-lifecycle-management\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"EMOB - the crucial first 90 days in customer lifecycle management - Acceleraid\" \/>\n<meta property=\"og:description\" content=\"The first 90 days are particularly crucial for customer lifecycle management for new customers!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acceleraid.ai\/en\/about\/blog\/emob-the-crucial-first-90-days-in-customer-lifecycle-management\/\" \/>\n<meta property=\"og:site_name\" content=\"Acceleraid\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-16T08:00:28+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-13T15:48:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/acceleraid.ai\/wp-content\/uploads\/EMOB_Best-Practice_Campaignwaterfall_CLM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1367\" \/>\n\t<meta property=\"og:image:height\" content=\"836\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Stephan Sch\u00e4fer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Stephan Sch\u00e4fer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/acceleraid.ai\\\/en\\\/about\\\/blog\\\/emob-the-crucial-first-90-days-in-customer-lifecycle-management\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/acceleraid.ai\\\/en\\\/about\\\/blog\\\/emob-the-crucial-first-90-days-in-customer-lifecycle-management\\\/\"},\"author\":{\"name\":\"Stephan Sch\u00e4fer\",\"@id\":\"https:\\\/\\\/acceleraid.ai\\\/en\\\/#\\\/schema\\\/person\\\/d949cdc9459c786f389a727b87b40727\"},\"headline\":\"EMOB &#8211; 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