When I was 19 years old, hearing terms like 'customer lifecycle' or 'user journey' often left me going "AAARRR" in confusion. Funny enough, this reaction is closer to the answer than you might think (thanks to Dave McClure who invented this). 😛
Context: I'm a Product Marketer who's passionate about storytelling, narrating experiences, and spreading awareness through my learnings. Today is day 2 of my 30-day challenge. I'm working on scaling a SaaS Product, and recently my fellow colleague enlightened me with the AAARRR framework.
So, today's post is for those 19-year-olds (and beyond) grappling with marketing jargons, just like I once did. 😴
The AAARRR framework, also known as "Pirate Metrics," is a tool used in marketing to measure and optimise customer's journey. Since, I couldn't give you examples of my current product (for obv reasons 😂 ), I've carefully curated a list of relevant and comprehensible examples for each of the stages!
Lesssgooooo:
1️⃣ Awareness: It’s the 'Hello!' moment - your future customers' first glimpse of you. Like making a new friend, the first impression is crucial. Example: Coca-Cola's "Share a Coke" campaign brilliantly created awareness by personalising bottles with popular names, sparking widespread interest and recognition.
2️⃣ Acquisition: After the initial hello, it’s time for a firm handshake. Encourage potential customers to take a step closer, like trying a sample or joining a webinar. Example: Netflix’s free first month offer successfully converts series watchers into subscribers, making them eager to explore more content.
3️⃣ Activation: This is the 'AHA' moment. Like inviting a new friend for coffee, you want your users to try your product and love it. Example: Spotify’s freemium plan lets new users experience music, high-quality audio and other amazing features, nudging them towards continued usage.
4️⃣ Retention: Keep the good times rolling. It's about ensuring they return, feel valued, and are consistently delighted. Example: Amazon Prime’s constant addition of new movies, shows, music, and deals keeps subscribers engaged and loyal.
5️⃣ Revenue: Here, your relationship begins to yield financial benefits. They value your offering and are willing to pay for it. Example: Apple’s ecosystem – once a customer buys an iPhone, they are likely to continue purchasing within the Apple family, ensuring ongoing revenue.
6️⃣ Referral: The highest form of customer approval. They not only return but also bring others along, becoming brand ambassadors. Example: Tesla’s referral program turns customers into brand advocates, offering incentives for bringing in new customers.
This is just one of the many frameworks of a customer's lifecycle. This one provides a starting point and a comprehensive view, from initial awareness through to turning customers into brand ambassadors.
Let me know what you think?
#shivasnishares #customerlifecycle #userjourney
Freight Forwarder
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