Customer Journeys and Customer Lifecycles

Lately, a series of our clients have asked me about the difference between Customer Lifecycles and Customer Journeys. What are they, and what are they useful for? In simple terms, Customer Lifecycles are analysis tools to understand how customers experience an organisation. Customer Journeys are design tools for crafting better customer engagement.

Customer Lifecycles enable organisations to see how the customer base experiences their industry, business and propositions.The result is a clearer picture of the potential for improvement for the business. Customer Journeys enable organisations to design specific services across channels and customer interactions. Together they form extremely powerful tools for business innovation and improvement.