# Customer Life Cycle From being a stranger to becoming a raving fan: 1. **Awareness:** This is the stage where potential customers become aware of a business's existence, often through advertising, referrals, or organic search. 2. **Engagement:** At this stage, businesses aim to transform awareness into actual engagement, often through content such as blog posts or videos. 3. **Subscribe:** Here, businesses aim to get engaged visitors to subscribe, giving the business permission to follow up. This could be through lead magnets, gated content, or webinar registrations. 4. **Convert:** This stage involves getting subscribers to make a micro commitment, either through a small investment of money (e.g., a low-cost product) or time (e.g., booking a demo). - [[CLOSER - Template]] 5. **Excite:** This stage is crucial for ensuring that customers are excited about the transaction that occurred in the convert stage. Businesses aim to deliver an "aha" moment, combining wonder and understanding, to ensure customers are satisfied and want to continue their journey. 6. **Ascend:** This stage involves getting customers to move up the ladder of offerings from lower-priced products to higher-ticket items. 7. **Advocate:** At this stage, customers are happy and successful, leading to testimonials, customer stories, and case studies. They say nice things about the business, even without being asked. 8. **Promoter:** The final stage involves turning advocates into promoters who actively promote the business's products and services, generating referrals, and closing the loop by creating additional awareness. NOTE: document for each customer avatar; optimize one area of the customer journey at a time, starting from the end (ascend stage) and working backward because you don't want to raise awareness of a broken system. Maybe we can simplify: 1. Learn/Discover 2. Evaluation 3. Decision/Buy 4. Troubleshoot 5. Promote