The customer lifecycle describes the entire journey of a customer in relation to a brand — from the first perception to a long-term, stable relationship. Each phase plays an important role and influences how strongly customers feel connected to a brand. beschreibt die gesamte Reise eines Kunden im Verhältnis zu einer Marke – von der ersten Wahrnehmung bis hin zu einer langfristigen, stabilen Beziehung. Jede Phase spielt dabei eine wichtige Rolle und beeinflusst, wie stark Kunden sich mit einer Marke verbunden fühlen.

Awareness

At the beginning is awareness, in which potential customers first become aware of an offering.

Research

This is followed by the research phase, in which information is gathered and offerings are compared.

Purchase

In the next step comes the purchase, which marks the transition from interest to a concrete decision.

Delivery

Then comes delivery as the central moment of the service experience.

Loyalty

The final phase is loyalty, in which long-term, recurring relationships emerge from customers.