Definition
The customer lifecycle describes the stages of a customer's relationship with a business over time: acquisition, onboarding, adoption, retention, expansion and, eventually, renewal or churn. Where the customer journey maps individual steps, the lifecycle describes the long arc.
Metrics by stage
| Stage | Metric |
|---|---|
| Acquisition | Sign-ups and acquisition cost |
| Onboarding | Activation rate, time to value |
| Adoption | Feature adoption, active days |
| Retention | Retention and churn rate |
| Expansion | Expansion revenue |
Using it
Assign each stage an owner and a metric, and use lifecycle stage as a property in segments, so messages and help fit where each customer is.