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The customer experience

The lifecycle engine: ten journeys, as the customer receives them

Today, almost every send is keyed to the calendar or a session; none reads the customer's state. These ten journeys replace that with one engine: the customer's own state picks the message, the channel and the silence, every claim is substantiated at send time, and every journey is measured against a holdout. Each card opens the journey as a film, on the customer's own screen; the deck link opens its moments as a page. The objective, the metric and the worth of each live on the strategy page.

Activate

Turn intent into a first transaction, and keep live bidders in the game.

Drives: the first win · V2MOM target: New-to-first-transaction rate, 23%
5
Unlock the first transactionTrying reads as risky, so the first try never happens.
STRATEGY DRAFTEDDeck ↗▶ Watch the film
3
Recover the abandoned upgradeThe biggest confirmed volume in the lifecycle has no journey.
STRATEGY DRAFTEDDeck ↗▶ Watch the film
4
Turn losing bidders into returning biddersLosing reads as a dead end.
TEAM REVIEW · GATE 1 NEXTDeck ↗▶ Watch the film

Grow

Land the experience, seed the next trip, build the habit.

Drives: the habit loop · V2MOM target: Repeat rate, 5% to 7.5%
1
Turn the first win into a secondThe first win goes uncemented.
STRATEGY DRAFTEDDeck ↗▶ Watch the film
2
Deliver the First Class experienceThe highest-stakes window of the relationship is three sells and no wayfinding.
STRATEGY DRAFTEDDeck ↗▶ Watch the film
6
Drive repeat purchases and referralsOur best moment is answered with silence.
STRATEGY DRAFTEDDeck ↗▶ Watch the film
10
Recognise returning customers on arrivalA known customer is greeted like a stranger.
PRODUCT-LED SCOPEDeck ↗▶ Watch the film

Defend

Catch the first slip while a save is still cheap.

Drives: the habit loop · V2MOM target: Repeat rate, 5% to 7.5%, held rather than lost
8
Churn prevention: catch the first slipActive customers slip away in silence, and the one thing we send makes it worse.
IN BUILDDeck ↗▶ Watch the film

Recover

Win back the lapsed, and reach the dormant when a trip is relevant.

Drives: reactivation · V2MOM target: Reactivation rate, 4.8% to 6%
7
Win back lapsed customersAfter day 60, nobody owns the customer.
STRATEGY DRAFTED · NEEDS THE CHURN MODELDeck ↗▶ Watch the film
9
Seasonal reactivationThe dormant pool is unreachable by behaviour.
LIVE · WAVE 1 SENTDeck ↗▶ Watch the film

The strategy page holds the full programme, every deck, pack and film: strategy.seatfrogpages.com.