Primary Use Case: Social Customer Lifecycle Management

Background Overview

Social customer lifecycles progress through stages: new member, active member, potential customer, VIP. Without systematic management, customer value isn't maximized and churn risks aren't addressed in time. This primary use case describes stage identification, journey orchestration, and risk alerts to achieve full-lifecycle customer management.

Goals & Value

• Stage Identification: Automatically identify customer lifecycle stages based on behavior.
• Journey Orchestration: Design targeted content and activities for each stage.
• Risk Alerts: Early warning for potential churn with proactive intervention.
• Value Maximization: Drive upgrades and cross-selling at optimal timing.

Participating Roles

• Customer Success: Monitor lifecycle stages and execute retention strategies.
• Operations: Design and execute journey campaigns.
• Sales: Follow up on high-potential customers.
• Data Team: Build lifecycle models and prediction algorithms.
• Management: Evaluate lifecycle performance and strategy effectiveness.

Primary Scenario User Story

As a customer success manager, I want to identify customer lifecycle stages and trigger appropriate journeys, so that I can maximize customer value and reduce churn.

Sub-scenario Details

Sub-scenario A: Lifecycle Stage Identification

• Roles & Triggers: Need to classify customer lifecycle stages.
• Main Process:
  1. Collect customer behavioral data (interactions, purchases, feedback).
  2. Calculate lifecycle scores using RFM and behavioral models.
  3. Identify stages (new, active, potential, VIP, dormant).
  4. Publish stage data to SCRM and marketing systems.
• Success Criteria: Accurate stage identification; real-time updates; clear rules.
• Exceptions & Risk Control: Handle edge cases; verify score validity; prevent misclassification.
• Metric Suggestions: Identification accuracy, stage distribution, model performance.

Sub-scenario B: Journey Design & Orchestration

• Roles & Triggers: Need to execute targeted customer journeys.
• Main Process:
  1. Design stage-specific content and activities (welcome, nurturing, upgrade).
  2. Trigger journeys based on lifecycle stage changes.
  3. Personalize content based on customer tags and preferences.
  4. Track journey performance and conversion rates.
• Success Criteria: Relevant content; high engagement; measurable conversions.
• Exceptions & Risk Control: Respect communication preferences; avoid over-messaging; comply with regulations.
• Metric Suggestions: Journey participation rate, conversion rate, ROI.

Sub-scenario C: Risk Identification & Retention

• Roles & Triggers: Identify customers at risk of churning.
• Main Process:
  1. Monitor behavior changes (reduced activity, negative feedback).
  2. Predict churn risk using machine learning models.
  3. Trigger retention campaigns for high-risk customers.
  4. Assign retention tasks to customer success team.
• Success Criteria: Early risk detection; effective retention; reduced churn.
• Exceptions & Risk Control: Reduce false positives; respect customer preferences; track retention effectiveness.
• Metric Suggestions: Risk prediction accuracy, retention success rate, churn reduction.

Sub-scenario D: Value Assessment & Growth

• Roles & Triggers: Maximize customer lifetime value.
• Main Process:
  1. Assess customer value and growth potential.
  2. Identify upsell and cross-sell opportunities.
  3. Trigger upgrade campaigns and premium offers.
  4. Track value growth and revenue impact.
• Success Criteria: Increased customer value; successful upsells; revenue growth.
• Exceptions & Risk Control: Avoid aggressive selling; respect customer timing; maintain relationship quality.
• Metric Suggestions: Average revenue per user, upgrade rate, lifetime value growth.

Scenario-level Test Case Examples

Test Preparation: Prepare lifecycle models, journey templates, retention workflows, and value tracking systems.

Test Case A-1: New Member Welcome Journey (Positive)

• Prerequisites: Customer just joined group.
• Steps:
  1. Trigger welcome journey.
  2. Monitor engagement and responses.
• Expected Results:
  • Welcome messages sent with onboarding content.
  • Customer receives personalized recommendations.
  • Journey metrics tracked in dashboard.

Test Case B-1: Dormant Customer Activation (Negative)

• Prerequisites: Customer inactive for 60 days.
• Steps:
  1. System identifies dormant status.
  2. Trigger reactivation campaign.
• Expected Results:
  • Reactivation messages sent via preferred channels.
  • Special offers and content provided.
  • If no response, escalate to customer success team.

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