Customer Lifecycle¶

Models the lifecycle of a Customer from anonymous visitor through registration, active engagement, and potential churn and reactivation. Central to CLV (Customer Lifetime Value) tracking and personalisation strategy. Applies across all channels: e-commerce, store, app.

Object: customer · States: 8 · Transitions: 12

State Diagram¶

flowchart LR

    %% ── classDef palette ─────────────────────────────────────
    classDef stInit  fill:#0d9488,stroke:#0f766e,color:#fff,font-weight:bold
    classDef stNorm  fill:#3b82f6,stroke:#2563eb,color:#fff
    classDef stOk    fill:#16a34a,stroke:#15803d,color:#fff,font-weight:bold
    classDef stFail  fill:#dc2626,stroke:#b91c1c,color:#fff,font-weight:bold
    classDef stHold  fill:#d97706,stroke:#b45309,color:#fff

    %% ── nodes ───────────────────────────────────────────────
    anonymous(["Anonymous"])
    identified["Identified"]
    registered["Registered"]
    active["Active"]
    at_risk["At Risk"]
    churned["Churned"]
    reactivated["Reactivated"]
    blocked[["Blocked"]]

    %% ── transitions ─────────────────────────────────
    anonymous -->|"customer-identified"| identified
    identified -->|"customer-registered"| registered
    anonymous -->|"customer-registered"| registered
    registered -->|"order-confirmed"| active
    identified -->|"order-confirmed"| active
    active -->|"customer-updated"| at_risk
    at_risk -->|"order-confirmed"| active
    at_risk -->|"customer-segment-assigned"| churned
    churned -->|"order-confirmed"| reactivated
    reactivated -->|"order-confirmed"| active
    active -->|"customer-updated"| blocked
    identified -->|"customer-merged"| registered

    %% ── class assignments ───────────────────────────
    class anonymous stInit
    class identified,registered,active,at_risk,churned,reactivated stNorm
    class blocked stOk

States¶

Transitions¶