Customer lifecycle marketing that keeps customers longer and earns more from each one.

Growth comes from the customers you already have: how long they stay and how much of their spend you earn. A few moments decide it.

We map those moments for your business and run the journeys that change them, measured against a control group.

You get your lifetime value map, the journeys ranked by value, and our team running them with yours.

Map your customer lifetime

Where lifetime value is won or lost.

Value earned from one customer over time. With journeys at each moment the line keeps rising. Left to chance it flattens, and the gap between the two is the growth.
JoinDay oneFirst purchase or sign up. Expectations are set here.

Where value leaks

A welcome that is one email, then silence.

The journey we run

A welcome journey timed to first real use, with your people introduced.

SettleThe first 90 daysSecond purchase, first bill, first problem.

Where value leaks

Customers who leave early are the biggest leak.

The journey we run

Second purchase and failed payment journeys, measured from day one.

GrowYear one onwardsLife events, upgrades, a second product.

Where value leaks

Single product customers never hear what else fits them.

The journey we run

Next best product, triggered by what they do, not by the calendar.

StayThe quiet yearsRenewals, loyalty, the long middle.

Where value leaks

Drift goes unnoticed until it is churn.

The journey we run

Drift alerts, and renewal and loyalty journeys that reward staying.

LeaveAny timeA lapse, a cancellation, a better offer elsewhere.

Where value leaks

Leavers are rarely asked to stay, or offered a real alternative.

The journey we run

A journey that asks them to stay, with real alternatives and a person when it matters.

ReturnAfter they leaveWin back, referral, the next generation.

Where value leaks

Former customers are treated as strangers.

The journey we run

Win back inside the window, and referral journeys for those who stayed.

Illustrative. Your map is drawn from your own customers and category, with the numbers behind each moment.

Your customer lifetime value map.

Six moments decide your customers’ lifetime value, from the day they join to the day they come back.

At each one, value leaks or grows. We run the journey that changes it.

Map your customer lifetime

Six moments, one journey for each.

Where value leaksThe journey we run

  1. Join Day one

    A welcome that is one email, then silence.

    A welcome journey timed to first real use, with your people introduced.

  2. Settle The first 90 days

    Customers who leave early are the biggest leak.

    Second purchase and failed payment journeys, measured from day one.

  3. Grow Year one onwards

    Single product customers never hear what else fits them.

    Next best product, triggered by what they do, not by the calendar.

  4. Stay The quiet years

    Drift goes unnoticed until it is churn.

    Drift alerts, and renewal and loyalty journeys that reward staying.

  5. Leave Any time

    Leavers are rarely asked to stay, or offered a real alternative.

    A journey that asks them to stay, with real alternatives and a person when it matters.

  6. Return After they leave

    Former customers are treated as strangers.

    Win back inside the window, and referral journeys for those who stayed.

For each moment, where value leaks and the journey we run to stop it.

Every customer journey measured against a control group.

A control group is customers who don’t receive the journey. The difference is what the journey earned.

That is how the journeys get ranked by value, and which one runs first.

Map your customer lifetime

The journeys, ranked by value.

Control groupWhat the journey earned

  1. 1
    Second purchase and failed paymentSettle
  2. 2
    Welcome, timed to first real useJoin
  3. 3
    Next best productGrow
  4. 4
    Drift alerts, renewal and loyaltyStay
  5. 5
    Asked to stay, with real alternativesLeave
  6. 6
    Win back and referralReturn

Each bar shows what a journey earned above its control group, highest first. The journeys and values are examples.

Questions

What is customer lifetime value?

What a customer is worth to you over the whole relationship: how long they stay, and how much of their spend you earn while they do.

How do you know a journey works?

Each journey is measured against a control group, customers who don’t receive it. The difference is what the journey earned.

Which channels do the journeys use?

The channels your customers use and your platforms support.

Who runs the journeys?

Our team runs them with yours.

Where do you start?

With the moment that leaks the most value for your business. Customers who leave early are often the biggest leak, so the first 90 days are a common place to start.

Where could your business perform better?

Make your martech, customer data and AI work harder for your business.

Let’s Talk