Classify business model and customer behavior
We determine which pattern shapes your business and where hybrids exist.
Services / Customer Lifecycle / Lifecycle by business model
Lifecycle by business model: Same phases, different emphasis
An energy supplier, an online retailer and an industrial company go through the same phases, but with different signals, key figures and responsibilities. Transferring one lifecycle to another steers past reality.
ProNexum helps companies tailor the customer lifecycle to their business model: contract-based, with high transaction frequency or in B2B.
On this page
What it is about
The four phases and the logic of the lifecycle stay the same. What differs is how churn becomes visible, which key figures matter and at which level steering takes place: per customer, per contract or per account.
We distinguish three typical patterns. They serve as orientation. Many companies are hybrids, for example with contract and one-off purchases, and show their pattern accordingly.
Orientation, not a templateThe three patterns help to get started. What matters is how your customers actually behave. We check this with your data.
Interface to customer strategyWhich customer groups a company serves with which business model follows from the customer strategy. This page is about how the lifecycle is tailored to it. To customer strategy →
Typical mistakes
Churn logic without cancellation
In retail there is often no cancellation. Watching only for cancellations notices silent inactivity too late.
Key figures taken from a standard
Key figures from another business model measure past the behavior of your own customers.
B2B steered at customer level
In B2B several people decide. Looking only at individuals misses the state of the account.
One lifecycle for everything
Different customer groups need different signals and measures.
Our approach
Four steps to a lifecycle that fits your business.
Adapt signals and phases
We define how churn, activation and value development become visible.
Choose key figures and steering level
We determine key figures and whether steering is per customer, contract or account.
Derive measures and responsibilities
We carry the results into orchestration, organization and piloting.
Results
In the end you have clarity, responsibility and key figures for the phase.
- Classification of your business model in the lifecycle
- Adapted signals for churn and activation
- Key figures matching the steering level
- Prioritized measures per customer group
- Foundation for orchestration and responsibilities
A typical example
Illustrative example
Problem
A company with subscriptions and one-off sales steers both groups with the same logic.
Solution
It now separates them: for subscribers, cancellation and renewal are central, for one-off buyers purchase frequency and silent inactivity. The early warning and the key figures were tailored to each.
How the phase connects with others
This tailoring builds on the lifecycle model and affects all phases. Details on win-back are under churn and win-back, on steering under customer value and KPIs.
FAQ
Frequently asked questions
Which business models do you distinguish?
We distinguish contract-based businesses, businesses with high transaction frequency without a contract, and B2B. This is an orientation. Many companies are hybrids.
What is different in contract-based businesses?
Churn is clearly defined here: cancellation or contract end. The focus is on early warning before cancellation, renewal and prevention.
What is different with high transaction frequency?
Customers become silently inactive without cancelling. Purchase frequency and the gap between purchases are the key signals, early warning and reactivation the central levers.
What is different in B2B?
The lifecycle runs at the level of accounts and buying centers, with longer cycles and several stakeholders. Customer value, key figures and responsibilities are managed per account.
Do you want to tailor the lifecycle to your business model?
We would be glad to discuss with you which pattern shapes your business and what it means for your lifecycle.