Tracking the Customer Lifecycle

Tracking the Customer Lifecycle – Customer Engagement

In this second part of the customer lifecycle of a SaaS product guide, we will dive deeper into how you should engage the customer and convert leads and trials into a paying customer.

Engagement

This is the stage where leads turn into customers and start interacting with the solution. During this phase you should provide tangible value to the user, especially helping them through any potential product roadblocks or questions they might have and engage with the user to convert them to paying customers.

Evaluation

  • Prospects have to weed out what they don’t want and to settle on what they can afford. During this process, their questions are usually formed in terms of their own problem, business, or process. Rapport from previous sections of the lifecycle will be important and comes to play in this section.
  • What you should do: Proactively engage with the prospect.. Listen carefully to what the prospect is asking for and address their concerns. Take these findings and incorporate them into sales and marketing content so it can be used earlier in the lifecycle for other prospects.

Purchase

  • When you receive their payment details and they become paying customers!
  • What you should do: Celebrate! Make sure you have a proper hand-off and onboarding process in place, so the new customer continues to see the value.

Activation

  • Now that customers have paid for the product, they are now starting to use it.
  • What you should do: The onboarding process is critical to a successful customer “activation” and properly adopt the product. A great recommendation is Intercom’s onboarding guide.

Key Metrics to Track

This phase is about onboarding and customer success, so focus on ensuring your customers are set up for success. A well considered and well maintained onboarding funnel will help to grow your business and keep customers engaged. Engagement metrics to track include:

  • Trial-to-Paid conversions – Ratio of trial users that convert into a paying customer.
  • Daily / Weekly / Monthly Active Users (DAU, WAU, MAU) – An aggregated number of users that use the product daily, weekly or monthly. It’s not enough to have many users, and DAU indicates user engagement, while consistent non-active users are at risk of churning out of the platform.
  • Visit Frequency – A more specific metric compared to DAU, it shows how often a user comes back and uses the product.
    • Low frequencies can show that users aren’t fully familiar with the product and would need additional engagement from you, like an email to help with specific onboarding.
  • Core task completion – How many of the tasks on your onboarding plan have the users completed.
    • Below is an example of a funnel chart to track how many users completed steps in the core task. Learn more about how to create one in Chartio here.

Congratulations, you have successfully engaged the user and convert them into a paying customer. In the next part, we visit the steps to keep the customer on your platform to become a loyal customer and develop them to become brand advocates.