Customer Lifecycle Model
It is not really feasible to define lifecycles that will cover all your customers all the time - but it is possible to characterise how a significant proportion of customers experience your organisation.
The diagram below is a generic model for describing customer lifecycles, simplified into two broad cycles:
- the cycle from customer becoming aware of your company through to using your product or service
- a cycle which starts at a customer considering defection from you and ends at heir re-engagement with you (or abandonment). In this model, 'Ignoring' and Listening' can be viewed as the receptiveness of the customer to build/rebuild a relationship with you. We use 'Abandoned' for those that are beyond hope. A customer that has defected from your service may end up in this state, but is just as likely to still be Listening to you.
Needless to say, a customer can enter at different points in any cycle and jump between the statuses at will... don't pay too much attention to the arrows!
These generic models can be developed, expanded and modified to fit any business.
There are, of course, a myriad of potential lifecycle models, but even this simple starting point is useful to describe how customer lifecycles can give a platform for developing clear policies for customer engagement.