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The Customer Relationship Lifecycle

Every company has a unique customer relationship lifecycle—sometimes several—for different products, services and business units.

Customer relationships move through predictable stages—an experiential "journey" from awareness of your organization to advocacy for it. Attracting and keeping an audience begins with understanding how your relationship with them works over time.

It's the perennial marketing question: "How can I drive more customers through the sales funnel and closer to my brand?" At each stage, interactions occur, perceptions are formed and decisions are made that can help you or hurt you.

Seeing the Customer Relationship Lifecycle through the prism of specific audience interactions—or touchpoints—that occur at each stage helps you understand, manage and enhance your relationships to engage in more effective and profitable ways. The touchpoints occurring in a lifecycle can move customers closer to your organization, driving both behavioral and emotional engagement.