Lifecycle Stages & Activity Types
Lifecycle Stages and Activity Types are the bedrock of your MXO configuration, providing you with information about where the customer is in their journey and what they are currently doing. Together, Lifecycle Stages and Activity Types provide the basis for MXO 's journey visualizations.
What are Lifecycle Stages?
Lifecycle Stages are the phases in which you view activity throughout the customer journey. For example, when a customer visits your web site for the first time, you might categorize them as being in the "Awareness" phase. Later, if they decided to purchase a product or service from you, you would categorize them as being in the "Purchase" phase.
MXO allows you to create up to eight separate Lifecycle Stages to cover the entire customer journey Typically, the first Lifecycle Stage is awareness of your organization and its products and services. Other Lifecycle Stages should reflect the customer journey from awareness of your organization and products to advocacy and brand loyalty.
You can set the duration of a Lifecycle Stage by configuring a timeframe. This lets you decide how long a customer can stay on a stage before they are no longer considered to be active within the customer journey. By default, this is set to 30 days.
What are Activity Types?
Activity types are the types of things you expect your customers to do when they interact with your brand.
Examples of Activity Types include:
- Booking an appointment
- Requesting a brochure
- Requesting a quote
- Starting an application
- Submitting an application
- Viewing information
You can associate Activity Types with Lifecycle Stages, to build a view of what customers are doing at various points in their journey. For example, you can associate visiting your website with the Awareness stage of the customer journey.
Activity types are independent of Propositions and Touchpoints and can be reused multiple times across different optimizations.
What information can I view on the Lifecycle Stages and Activity Types page?
The Lifecycle Stages and Activity Types page provides you with a list of all Lifecycle Stages and Activity Types configured for your environment. You can view the following details for each entity:
Lifecycle Stages:
- Lifecycle Stage name.
- Timeframe configured for the Lifecycle Stage.
- Lifecycle Stage status; is the Lifecycle Stage published or unpublished, or has it been modified?
- Date when the Lifecycle Stage was last modified.
- Name of the last person to modify the Lifecycle Stage.
- List of Activity Types associated with the Lifecycle Stage.
Activity Types:
- Activity Type name.
- Activity Type code.
- Activity Type status; is the Activity Type published or unpublished, or has it been modified?
- Date when the Activity Type was last modified.
- Name of the last person to modify the Activity Type.