Customer lifecycle is a term used to describe the progress of a customer as they go through consideration, engagement, purchasing, and maintaining loyalty to a product or service. It starts from the first time you get a user’s attention to your product and then keeping them as loyal customer. The customer lifecycle is often depicted a a circular cycle because the goal of customer retention is to get them to move through the cycle again and again.
A growth marketer’s prime objective is to drive user engagement with the product. The key to driving engagement is understanding the customer’s lifecycle stage and messaging them accordingly over time to keep them as an active customer. Unfortunately, customers churn. Churn is a natural part of the process, however, as a growth marketer, you are responsible for bringing users and customers back.