// glossary entry

Customer Lifecycle

What is the customer lifecycle?

The customer lifecycle describes the entire customer journey, acquisition, activation, retention, growth, and reactivation. Unlike the customer journey, the lifecycle tracks the value and evolution of a business relationship over time. The key metric is Customer Lifetime Value (CLV). At Waterproof Web Wizard, we think in terms of lifecycle phases: Acquiring new customers is usually 5 to 7 times more expensive than reactivating existing customers, so we prioritize measures that measurably grow existing relationships.

// synonyms

  • Customer Lifecycle
  • Customer Lifetime
  • CLV
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