Refined operation, extending the full life cycle value LTV

What is the user lifecycle ？

User life cycle ,Life Time, That is to say custom journey, It refers to the first time the user contacts the brand , Start to interact with the brand , To the last interactive contact , This becomes a cycle .

What is the value of the user lifecycle ？

Users in different lifecycles , Will contribute different business values to the brand . Not just the consumption value in the life cycle , It also includes the real data left by long-term interaction with users , And the reputation value that users' real recommendation brings to the brand .

Why should enterprises operate the user life cycle ？

Big data era , True and effective data is very important for enterprises , By analyzing the user's life cycle value , And all the information about the user , Fine operation , It is of great value to enterprises .

From the perspective of commercial profit , The purpose of the enterprise is to prolong the user's life cycle as much as possible , Increase the value of users during different states , So as to enhance the income of the brand .

in the meantime , Brands need to be consumer centric , Think from the perspective of consumers , So as to formulate more favorable strategies and marketing programs for consumers , Instead of blindly operating for profit , This will only cause consumer resistance , Do more harm than good .

What are the phases of the user life cycle ？

Generally speaking , The user's life cycle is divided into startup period 、 Growing period 、 Active period 、 Sleeping period 、 Loss period .

Start up period ： The stage when consumers actively contact the brand , Or the stage when the brand lists it as a target customer and intends to become a brand member .

Growing period ： Successfully registered as a member , And effectively activate by filling in the information , Have consumption records or have started to experience brand services .

Active period ： Have a deep understanding of the brand and maintain a certain frequency of interaction with the brand , And have used the product or enjoyed the service , Is a loyal member of the enterprise .

Sleeping period ： There has been no consumption for some time , Users who haven't interacted with the brand for a long time .

Loss period ： I haven't logged into a member account for more than a period of time 、 Didn't read the official account tweets 、 Users who have not entered the store or visited the enterprise mall .

How to operate the refined membership cycle ？

1、 Start up period

Through promotional activities 、 Offline push 、 Various forms of advertising, etc , Turn target customers into new visitors , And successfully pull new .

2、 Growing period

Learn about customers , Through label management and user portrait , Provide targeted services for members , Meet the needs of different users , Guide consumption and secondary consumption , More interaction , Gradually turn it into an active user .

3、 Active period

In the 28 law , The general percentage of active members is 20%, But it can provide enterprises 80% The profits of , therefore , Catch these people , It's very important for the enterprise . User operation during active period , The core issue is the retention of old members . Enterprises need to provide more unique services and content , Attract active users to interact for a long time , Active repurchase , And willing to share it with the people around you . As for uniqueness , It is based on the understanding of the members , For example, basic information of members （ Gender 、 Living area 、 Work area 、 Nature of work content 、 Contact information ）、 Product and service preferences （ The long-term data accumulated to obtain what products customers like about the brand , Information such as dissatisfaction with the service ）、 Consumption habits （ Like online shopping or offline physical store shopping and other information ） etc. .

Every time an enterprise knows more about its members , Keep records , tagged , For better operation and maintenance . According to these label information , Manage existing members in groups , Provide users with the same favorite content , Let users feel the special treatment of the brand .

4、 Sleeping period & Loss period

User sleeps , And the loss period , During this period of time, users no longer interact with the brand , No more consumption . The cost of brand awakening these sleepy members is far lower than that of new users becoming full members , therefore , Wake up sleeping members successfully , It's also very important .

Now , The brand needs a deeper understanding of its members , Analyze the reasons for their loss , An antidote against the disease , Give them what they are interested in , Wake them up .

Regarding this , Rich industry experience and refined member operation management experience , Help business growth , You are welcome to consult at any time , We will serve you wholeheartedly .