Lifecycle places every contact, customers and leads alike, in one of six phases, built on RRM and RFC. The phase tells you what you have. RFM, RRM and RFC describe each phase: how customers got there, where exactly they sit, and which way they are moving. Managing phases moves the value of the whole base. Managing segments decides how the phases fill.
Segment reports see only customers who have bought. Lifecycle also sees leads: sign-ups without an order, accounts that ordered and returned everything, and leads that went cold. Each contact gets a maturity next to its phase, so a Save phase holds both the loyal customer who slowed down and the lead that never converted, and each gets a different scenario.
Retention holds 17.5% of contacts and 79.9% of value. Every phase has its own value per contact, so each move between phases changes the value of the whole base. Move the sliders to see what shifting a share of customers one phase forward is worth.
Two customers in Retention can have arrived by different roads: one by growing basket value, another by returning from Save. The segment transitions show which road it was. Cross the phase with CD and you also see which purchase profiles carry its value.
Transition shares and CD splits are demonstration data.
Managing the lifecycle has a direct effect on the LTV of the whole business. Managing RFM, RRM and RFC has a direct effect on how the lifecycle, and therefore LTV, takes shape. Every segment step you win shows up as a phase move, and every phase move shows up in value.
See how Scnario can turn your customer data into a living understanding of every relationship — and a clear decision about what should happen next.
