What Are the Customer Lifecycle Stages?

The customer lifecycle describes the various stages that a customer goes through before, during and after they complete a transaction with a brand. Customer lifecycle marketing is therefore the strategy (and execution of that strategy) by marketers to ensure that customers firstly, can navigate those stages easily, and secondly, to affect those stages so they can optimize the revenue potential or lifetime value of the customer.

Whilst there are many naming conventions for the customer lifecycle stages, most customer lifecycle models generally follow these five stages: awareness, consideration, purchase, advocacy and loyalty. For clarity, here is how I would define these stages:

Topics: customer lifecycle