🧭 ◀ 02 · Business Context | 🏠 Home | 04 · Onboarding Playbook ▶
6 lifecycle stages · 1 live journey board
Six stages, one question each: is the customer getting closer to value or drifting away from it?
Purchase → Onboarding → Adoption → Customer Health → Renewal → Expansion
Each stage has its own objective, and each stage carries a risk of churn if the CSM doesn't act.
| Stage | Customer Objective | CSM Focus |
|---|---|---|
| Purchase | Confirm the decision was right | Warm handoff from Sales, set expectations |
| Onboarding | Get set up fast | Drive time-to-first-value |
| Adoption | Build the product into daily workflow | Habit formation, feature depth |
| Customer Health | Keep getting value | Monitor signals, intervene early |
| Renewal | Decide whether to continue | Prove ROI before the renewal conversation |
| Expansion | Solve the next problem | Identify and propose new value |
| Risk | CSM Response |
|---|---|
| Slow onboarding | Shrink time-to-first-value with a tighter 30-day plan |
| Low usage post-onboarding | Trigger an adoption intervention play |
| Declining health score | Proactive outreach before the customer raises it |
| Renewal without ROI story | Build the business case 90 days ahead, not 9 days |
| Flat usage at renewal | Reframe as expansion opportunity, not just a save |
Six cards, one per stage. Each one holds the objective, the main risk, and what a good outcome looks like. Click into any card for the full picture.