Understanding the Customer Lifecycle Phases

Understanding the customer life-cycle phase is the genesis of success to every business. It may sound like a concept best suited for only MBA certified individuals rather than small business plan, but I beg to differ the concepts here are the key of bringing more and more revenue at a very low cost. Which means loads of profit, and like all other life-cycle this one is no exception it consists of a series of stages. There are hundreds of books with details about the steps of customer’s life-cycle, but understanding how each work is the prospect of success. Read on and learn all that there is to know about life-cycle of a client.

Understanding the Customer Lifecycle Phases

1. Reach

This is the core stage of getting customer to your business. The ads that you put in magazines, put on the bench at bus stops, social coupon that you deliver in the mail box or even good and nice words that people hear from family and friends. All these are important factors in the stage, it gives you time to analyze the marketing efforts that gives you the best out of your business.

2. Acquisition

Acquisition, this come immediately after having the attention of a potential client. It is the 1st contact with the new client. This stage is where all of your frontline employees, salespersons and phone representatives earn their pay. But it depends on the nature of your organization, this maybe through email, phone or a web page. But remember that abandonment can also happen in this stage. When you are in contact with the client ensure that you have interesting and valuable information that will keep the client glued to you making him or her interested in the conversation.

3. Conversion

Conversion is another term for sales. This is where you turn the interested party into a customer. The best advice in this stage is to sell relationship rather than the product. Make sure that the client feels welcome, important and included, and the rest will take care of itself.NOTE: Attrition, this is when a sale vanishes. This may happen due to your teams or even unforced errors which alienates the customers. On other hand it may totally be out of your control. In either case, take each lost as a learning experience.

4. Retention

You have made your first sale. That’s great, but remember that this is not as important as retaining a client. Make sure that you do all that you need to maintain the relationship with your customer. To maintain the client, ensure that you make contact time to time, give him or her a value rich way which will ensure that they think of you whenever they need one of your product or service.Note: Churn is a loss of the already existing client. Beware not to become a “burn or churn” do not go for the first sale and then move on to the next like a corporate-pick-up artist.

5. Loyalty

Who doesn’t want to have a loyal client, in this stage the customer is now your friend, an ambassador who calls you with your first name and also recommend your business to any person who can listen. Remember that not all of your clients will reach this level but the few who you acquire will be part of your success as a business person. If you not acquire any look back and check where you went wrong.


A better understanding of the customer lifecycle, from making the contact to making your first sale and retaining all the loyal customer who will keep your business running is the key to a successful venture. And Understanding the customer lifecycle phase is the best place to start from..

Mark Silver is the Lead Author and Editor of SuccessFULL. SuccessFULL was created in order to be a spurce of news on the fascinating developing world of customer success. On SuccessFull, Mark shares his thoughts on customer success issues, with the hopes to foster a discussion and interaction with anyone interested. The goal of the blog is not to one-directionally publish information, but to create a full engagement between many voices, so that we can all learn from each other.