Customer Life Cycle

The Customer Life Cycle describes a cycle that in German is also called a customer loyalty circle and has a long-term customer loyalty as its goal.

The customer life cycle is commonly viewed as a 5-tier customer retention system. In the first phase of the customer life cycle, the customer shows interest in the company's products. In the second phase, this interest increases so much that a purchase option is considered. The purchase will be completed in the third phase of the cycle. In the fourth phase, the customer turns to customer service with a question and makes a positive experience that binds him or her so closely to the brand that the person makes another purchase in the fifth phase.

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