Today's retailers must create an experience, both in-store or online, to seize each moment to engage with customers and make a difference with them.

The goal for every brand today is to deepen and enrich relationships with their customers. Today, the price of that deeper engagement is the ability to know each individual in context and deliver personally relevant experiences in the moment. Though businesses can't control the fact that customers are now in control, businesses can affect how they treat the customer during his or her journey, or lifecycle, with a company by creating moments that matter.

Understanding the Customer Lifecycle

Instead of focusing on marketing activities like ads, channels, and conversions, starting with the customer in mind is more effective.

Define the metrics that characterize a good customer. Most companies would likely agree that customer engagement, purchase history, sentiment, and brand advocacy would be appropriate metrics for identifying a "good customer."

Once those attributes have been defined, the customer lifecycle can be created that drives those metrics.

The first step in creating customer lifecycles is to orient a business around a group of core concepts that build a data framework, which can then be measured. Understand that customers will engage with the business on his or her terms. When they do, their digital and physical interactions must drive the attribution process. The customer lifecycle provides a common framework for organizing those interactions to understand the behaviors across all customer journeys.

Defining and Measuring the Moments That Matter

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image of David Trice

David Trice is co-founder and CEO of, an experience-driven CRM for consumer-facing businesses.

LinkedIn: David Trice