Customer Lifecycle
Strategic scope. Conceptual component.
These are the phases that help the brand france mobile phone number list organize its marketing and sales actions.
Provides a clear view of overall customer behavior.
It is structured around the following phases: customer acquisition, conversion and growth, retention and reactivation.
Customer Journey
Tactical scope. Technical component.
They are the set of experiences that a customer goes through from the moment they start interacting with a brand.
It also refers to the tools designed to maximize user engagement throughout these interactions.
Customer Journey solutions allow you to design how the brand will respond to the different interactions that the user will make throughout the different contact points.
The term also refers to the technology, processes and people that will make it possible to provide that response.
We must not lose sight of the fact that a “journey” is nothing more than the tactical deployment of a strategy based on the Customer Life Cycle.
The Customer Life Cycle is a very useful model because it allows marketing actions to be directed according to the degree of relational maturity that a user (customer or prospect) has with the brand.
The axes of the Customer Life Cycle are:
The time axis. Marketing tactics will aim to shorten conversion and repeat purchase times on the one hand, and maximize the duration of the relationship (lifetime).
Value axis. The goal will be to move users who are more likely to provide greater value to the “high” areas of the axis.
We will achieve a greater Customer Lifetime Value the longer the relationship with our customers lasts (loyalty), and the more value we get them to provide us.
