Use customer lifecycle to map behavior and align actions

The customer lifecycle puts your prospects and customers at the center of your marketing efforts. It emphasizes the importance of post-purchase engagement and loyalty, and it once again proves the value of delivering a superior customer brand experience. Join us on a short trip through the four customer lifecycle phases and discover how essential email marketing is as a relational tool...

1. Discovery phase
In the discovery phase, consumers encounter products, services and brands that meet their needs for connection, comfort, variety or uniqueness. This is an opportunity to invite consumers to leave an email address. It's a chance of a lifetime to follow up with relevant messages in order to lead them into the next phase and possibly right up to purchase. Use every single contact moment during this phase to start relationship and dialogue.

2. Exploration phase
Consumers spend time in this phase to investigate the options that meet their needs. They compare prices, assess services and make other value considerations. Make sure you reach them during their searches and offer consumers simple, dynamic tools on site that help them decide which products or services make sense for them. Simulators, configurators and product finders sort options with each click, making it easier for consumers at every stage of this phase. People are prepared to trade value for value and leave their contact and profile data. Use those valuables wisely and send out tailored email messages that keep your brand top of mind in the purchase phase.

3. Purchase phase
The purchase phase includes the span of a consumer's effort to complete a transaction, from product availability to checkout. Always keep in mind that online, offline and relational experiences influence each other. Relevant and positive interaction during previous phases is crucial in the final transactional decision.

4. Engagement phase
After the purchase, consumers look to interact with brands for service and/or more
information. Or maybe they just want to hook up with the brand through social media. Successful engagement can promote rediscovery with additional products from the brand, completing the full life cycle. It's essential to be able to follow new customers, whether they bought online or instore.


Following the customers' lifecycle is essential to make sure consumers are getting the right information at the right time. It provides them with all they need during a specific phase, so they can make decisions that offer a positive experience. Creating specific email campaigns and programs that take customers' specific lifecycle needs into consideration can make a huge difference in business.

Posted on
May 30, 2014