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Customer Lifecycle Overview

Tiquo automatically tracks each customer’s lifecycle stage based on their order history and engagement. This enables targeted marketing and proactive customer retention.

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Lifecycle Stages

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Lead

Lead Stage

Definition: Customer with no completed ordersCharacteristics:
  • Recently added to database
  • May have enquiries but no purchases
  • High conversion potential
Recommended Actions:
  • Welcome email sequence
  • First-time booking incentives
  • Personal outreach

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Active

Active Stage

Definition: Customer with recent order activityCharacteristics:
  • Has completed order within threshold period
  • Regular engagement with your business
  • Building loyalty
Recommended Actions:
  • Loyalty program enrollment
  • Cross-sell and upsell
  • Collect reviews and referrals

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At-Risk

At-Risk Stage

Definition: Previously active customer showing signs of churnCharacteristics:
  • No orders within warning period
  • May have decreased engagement
  • Still within recovery window
Recommended Actions:
  • Win-back campaigns
  • Special “we miss you” offers
  • Personal outreach from staff

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Churned

Churned Stage

Definition: Customer who has stopped engagingCharacteristics:
  • No orders past churn threshold
  • May have unsubscribed from communications
  • Low likelihood of return without intervention
Recommended Actions:
  • Re-activation campaigns
  • Major incentives
  • Survey for feedback

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Lifecycle Configuration

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Setting Thresholds

Navigate to Settings → Customer Settings → Lifecycle:
SettingDescriptionDefault
Active PeriodDays since last order to remain “Active”90 days
At-Risk TriggerDays since last order to become “At-Risk”91-180 days
Churn ThresholdDays since last order to become “Churned”181+ days

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Custom Rules

Create custom lifecycle rules based on:
  • Order value: High-value customers may have longer active periods
  • Service type: Some services naturally have longer intervals
  • Membership: Members may have different thresholds
  • Industry: Adjust for seasonal businesses
Consider your business’s natural booking cycle when setting thresholds. A hair salon might use 60-day cycles, while a spa might use 90-day cycles.

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Lifecycle Automation

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Automatic Stage Transitions

Tiquo automatically moves customers between stages: 
New Customer Added → Lead
          ↓
    First Order Completed → Active
          ↓
    No Order for X Days → At-Risk
          ↓
    No Order for Y Days → Churned
          ↑
    New Order Completed → Active (Re-activation)

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Triggered Actions

Configure actions that trigger on stage changes:
  • Send “Thank you for your first visit” email
  • Enroll in loyalty program
  • Add to “New Customers” marketing list
  • Send win-back email sequence
  • Notify assigned staff member
  • Add to “At-Risk” marketing list
  • Send re-activation offer
  • Add to “Churned” marketing list
  • Remove from active campaigns
  • Send “Welcome back” email
  • Update marketing lists
  • Celebrate in activity feed

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Lifecycle Analytics

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Dashboard Metrics

View lifecycle distribution on your dashboard:
  • Total customers by stage
  • Stage transitions this period
  • At-risk alerts requiring attention
  • Churn rate trends

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Cohort Analysis

Analyze customer retention by cohort: 
Cohort (First Order Month) | M0  | M1  | M2  | M3  | M6  | M12
January 2024               | 100%| 65% | 55% | 48% | 35% | 25%
February 2024              | 100%| 70% | 58% | 52% | 38% | -
March 2024                 | 100%| 68% | 60% | 50% | -   | -

Customer Insights

Detailed lifecycle analytics

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Stage-Based Marketing

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Marketing Lists

Create dynamic lists based on lifecycle:
  • All Leads: For conversion campaigns
  • New Actives: For onboarding sequences
  • At-Risk: For win-back campaigns
  • Recently Churned: For re-activation

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Email Templates

Use lifecycle-specific templates: 
Subject lines by stage:
- Lead: "Complete your first booking with us"
- Active: "Your exclusive loyalty rewards are waiting"
- At-Risk: "We haven't seen you in a while..."
- Churned: "We'd love to have you back - here's 25% off"

Email Marketing

Create lifecycle-based campaigns

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Manual Stage Override

While stages are automatic, you can manually adjust:
  1. Open the customer profile
  2. Click on the lifecycle badge
  3. Select new stage
  4. Add a note explaining the change
Manual overrides will be recalculated on the next lifecycle sync unless you disable automatic updates for that customer.

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Lifecycle Reporting

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Available Reports

ReportDescription
Stage DistributionCurrent customers by stage
Transition ReportStage changes over time
Churn AnalysisWhy customers are churning
Reactivation RateSuccess of win-back efforts
Stage DurationAverage time in each stage

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Exporting Data

Export lifecycle data for external analysis:
  1. Go to Analytics → Customers
  2. Select lifecycle report
  3. Choose date range
  4. Click Export

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Best Practices

Base thresholds on your actual customer behavior. Analyze your data to understand natural booking intervals before setting arbitrary numbers.
Don’t use generic “we miss you” messages. Reference the customer’s past services and preferences for better engagement.
The At-Risk stage is your warning. Train staff to proactively reach out before customers churn completely.
Monitor which win-back strategies work. Double down on effective approaches and refine those that underperform.

Customer Overview

Customer management basics

Customer Profiles

Profile management

Email Marketing

Lifecycle-based campaigns

Analytics

Customer analytics