Play Three: Predict the Customer Journey for Life Cycle Marketing

This chapter looks at the life cycle of a single customer in detail to see how our strategy should include all stages of customer life cycle from acquisition to growth to retention. It starts by looking at a simple customer life cycle or customer journey and then shows how segmenting customers based on their life cycle stage can yield great insights and opportunities for customer growth. The chapter provides an overview of life cycle marketing strategies. It then discusses life cycle marketing strategies at a high level. Finally, it discusses prospective customer strategies, new customer strategies, repeat/active customer strategies, inactive customer strategies, and lapsed customer strategies. The digital equivalent of “can we help” could be an online chat box, a pop‐up, or a friendly reminder after visitors have already left your site.