Customer lifecycle

Customer lifecycle refers to the stages that a potential or existing customer passes through from first contact with a brand to the end of the customer relationship.

However, not necessarily every customer passes through all the phases.

The phases are typically traversed in the Marketing funnel as follows:

  1. Reach (also: Awareness),
  2. Acquisition,
  3. Conversion,
  4. Customer retention,
  5. Loyalty.

We can also identify some Sales Funnel phases such as:

  1. Lead
  2. Marketing qualified lead
  3. Sales Qualified Lead
  4. Sales opportunity
  5. Customer