The 6 Stages of a Customer Life Cycle

Infographic of customer life cycle

As a small business owner, there’s nothing more critical to your success than having a clear understanding of your customers and how they move through the customer life cycle. While every journey is unique, it’s helpful to think of it in terms of 6 distinct stages: awareness, exploration, consideration, purchase, loyalty/advocacy and beyond. In this blog post, we’ll explore each stage in detail so that you can understand what’s happening when customers come knocking on the doors (or clicking into) your business. With this information, you’ll be able to confidently make decisions that keep existing customers happy and capture new ones! So if you’re ready to take control of your customers’ journey- let’s dive right in!

Stage 1: Awareness

Recognition of a need for a product or service

Every customer life cycle begins with an awareness stage. It’s when a person recognises an existing need for a product or service. It’s the moment when you realise that something is missing in your life, and you start looking for a solution. It could be as simple as needing a new pair of shoes or as complicated as searching for a new job. Whatever the reason, this stage is crucial because it’s the first step towards purchasing. As a business, it’s essential to understand the awareness stage so you can tailor your marketing efforts to address the specific needs of your potential customers. Doing this lets you establish yourself as the solution to their problem and convince them to move forward in their journey.

Stage 2: Consideration

Researching potential solutions to the identified need

In the consideration stage, taking time and thoroughly researching potential solutions to the identified need is essential. This is not a stage to rush through because you want to ensure that the solution you choose will be the right fit for your particular situation. Take advantage of online resources, reviews, and consumer reports to gain a better understanding of the various options available to you. Ask questions and seek advice from professionals in the field to help guide you in making an informed decision. By doing your due diligence during the consideration stage, you are setting yourself up for success in finding the best solution to meet your needs.

Stage 3: Evaluation

Reviewing vendors and their offerings to make an informed decision

The evaluation stage can be the most crucial step in any decision-making process and the customer life cycle. This is especially true when it comes to reviewing vendors and their offerings. With so many options available, it can be overwhelming to determine which is the best fit for your needs. Thoroughly reviewing each vendor and their products can help ensure that you make an informed decision. Considering various factors, such as price, quality, and reputation, can ultimately lead to a successful partnership. By carefully evaluating vendors, you can feel confident that you have made the right choice and that your business will thrive.

Stage 4: Purchase

Purchasing the desired product or service

After plenty of research and consideration, the moment has finally come to make the purchase of that desirable product or service. This is the stage where anticipation meets reality, and all the factors like price, quality, and reviews culminate into one decision. It can be a nerve-wracking experience, but a little confidence can go a long way. Remember why you wanted this item and how it will benefit you. Take a deep breath, click the purchase button, or confidently walk to the cash register. This is the exciting culminating moment of the buying process, and it’s time to enjoy the fruits of your research and hard work. Check out our recent blog on How to increase your sales with personalised content.

Stage 5: Retention

Keeping customers satisfied and loyal so they will continue to use your product or service

Business success depends on customer satisfaction and loyalty. The retention stage is crucial because it keeps customers coming back for more. Customers are more likely to become loyal customers when they are satisfied with a product or service. Loyal customers not only continue to use a company’s product or service, but they also become regular advocates of the brand. Word-of-mouth recommendations play a significant role in attracting new customers, making customer retention essential for long-term success. By understanding customers’ needs and wants, providing exceptional customer service, and consistently delivering high-quality products or services, companies can keep customers satisfied and loyal, ensuring a bright future. Check out this blog by Peter Bookkah on Happy Customers: How to Keep Customers Happy and Loyal

Stage 6: Advocacy

Encouraging customers to recommend your product or service to others

As a business owner, there is nothing more powerful than word-of-mouth marketing. When your customers become evangelists for your product or service, their advocacy can be more effective than any advertisement or marketing campaign. Encouraging customers to recommend your business to others is critical to building a successful brand. Not only does it create an army of loyal customers, but it also helps to establish trust with potential customers who may be hesitant to try something new. By providing excellent customer service and products that exceed expectations, you can create a buzz that will help to grow your business organically. So don’t be afraid to ask for referrals or incentivise your customers to share their experiences with others. You can turn your customers into your greatest advocates with little effort.

In conclusion, the customer life cycle is a powerful tool for understanding consumer behaviours and formulating effective business plans. It can help you anticipate where customers are in their journey so that you can tailor your marketing techniques and product offerings to suit each stage of their progression. From targeting the right segment of people in the Awareness Stage to anticipating needs in the Retention Stage to encouraging word-of-mouth sharing with Advocacy Stage marketing, there are many steps you can take to make sure your customers have a positive experience every step of the way. When it comes to successfully navigating all six stages of the customer life cycle, having an effective Workflow puts you one step ahead. Leverage Workflow’s automation capabilities today and see how much more straightforward (and successful!) your customer journey can be!