1) The document outlines a customer lifecycle with touchpoints and actions over 48 months across four stages: On-Boarding (months 1-6), Active (months 7-12), Idle (months 13-18), and Lost (months 19-48). 2) During the On-Boarding stage customers receive 3 touchpoints with recognition, cross-sell, and retention offers. 3) In the Active stage customers receive 6 touchpoints including new product offers, upsells, and product information with some offers.

1. Customer
Stage On-Boarding (6 months) Active (12 months) Idle (18 months)
Touch Points 3 touchpoints 6 touchpoints 8 touchpoints
Months
Since
Purchase 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36
Recognition Cross Sell Product Retention Customer
Product Feedback Reactivation
Email New Products Upsell Information
(Third Time
(First Time (Second Time Customer)
(First Time Customer) Customer) $$ Offer No Offer DM or Online
Offer $$ Offer
Customer)
$$ Offer $$ Offer
No Offer
Reassurance Retention Discontinued
Email New New Products New Retention Reactivation
Products (Second Time Products Products
Customer) (Third Time
(First Time Customer)
% Discount % Discount % Discount No Offer Offer
Customer) Offer $$ Offer
% Discount

2. Lost (12 months)
4 touchpoints
37 38 39 40 41 42 43 44 45 46 47
48
Reactivation Annual Sale
Reminder % Discount
Reactivation Product Reactivation
Information
No Offer Offer