CRM & Sales

Customer Lifecycle

The full journey of a relationship with a customer, from awareness through advocacy, broken into measurable stages.

Definition

The customer lifecycle is the end-to-end set of stages a person moves through with a business: awareness, consideration, purchase, onboarding, retention, and advocacy or churn. Each stage has its own goals, content, and metrics. Lifecycle marketing tailors messaging to the stage — for instance, educational content for awareness, social proof for consideration, and onboarding sequences after purchase. Mapping the lifecycle is a prerequisite for designing automations and reporting.

Example

A new signup gets a welcome email on day 0, a feature-tour sequence over the first week, and a renewal nudge 30 days before subscription expiry — each tied to a different lifecycle stage.

How it relates to WellPlan

WellPlan lets you tag contacts with lifecycle stages and trigger automations as people move through them — from first capture to long-term retention. Learn more on the nurturing features page.