Definition
Customer lifecycle
The customer lifecycle is the full journey a person takes with a business, from first becoming aware, to buying, to becoming a loyal repeat customer or eventually leaving. Understanding the lifecycle helps a business send the right message at each stage to grow and keep customers.
The customer lifecycle maps the whole arc of a relationship: awareness, consideration, purchase, retention, and advocacy or churn. Each stage calls for different communication, from nurturing a new lead to delighting a long-time customer.
Seeing the business through the lifecycle lens helps you not to over-focus on new leads while neglecting existing customers. Balancing acquisition with onboarding, retention, and win-back keeps the whole relationship healthy and maximizes the value of every customer you earn.
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