Let's Talk About Lifecycle Mapping

When it comes to the modern-day lifecycle, there are two critical elements marketers need to consider: a guiding stage-by-stage framework and a readiness to respond when customers choose to go their own way. A comprehensive lifecycle is one born from methodical planning and customer-first creativity. For simplicity, we think about the lifecycle in three basic stages—activation, nurture and re-activation. Each stage has its own overarching purpose and objectives that customers must reach before advancing into the next one. Thinking critically through your ideal customer experience and considering the full spectrum of possible interactions will clarify where and when marketing actions can help customers overcome engagement hurdles. Don’t overlook these areas of customer importance: * Web and app activities * Browsing and buying behaviors * Cross-channel messaging engagements * Customer service and support encounters * And more Now that methodical plan above is all well and good, but that assumes linear customer behavior. While it’s true that a good percentage of your customers will venture through that lifecycle in a “traditional” stage-by-stage manner, there are plenty who won’t. Data continuity ensures any actions like those mentioned above responsively align them to the right stage of the lifecycle. Remember, customers aren’t obligated to play by your rules, but you have to play by theirs—meet them on their terms and make sure your intended customer experiences support their own. Modern Lifecycle Mapping Calls to Action * Define the key stage-by-stage goals your customer should accomplish before advancement. Use a customer-first lens to set the right guidelines for familiarity, trust, needs, and their perceived values. * Leverage data to optimize throughput. Set appropriate progression thresholds, unblock points of friction and optimize the experience with data-driven learnings. * Build a comprehensive end-to-end journey that maximizes customer satisfaction. But, be ready to appropriately respond to customers entering and exiting at their will. Lifecycle Mapping Resources How Fender Plays All the Right Notes of the Customer Journey Opendoor’s 7-Step Framework for Marketing Automation Success Top 10 Email and Mobile Campaigns Every Brand Needs Question for the community What journeys are you currently running within your program? Are there any you're currently thinking about building? _Share and get an Iterable notebook & pen set!_ Do you have any questions for your peers about how they're thinking about lifecycle mapping? Ask in the comments!