How to create a tracking plan for your customers lifecycle?
The purpose of a tracking plan is to define the key stages of your lifecycle, and make sure that tracking is consistent in all your customers' lifecycle
The key part of a tracking plan is not to measure everything but rather being able to follow the key steps to help you better understand where your funnel needs improvements.
What are the key stages of the lifecycle?
Where do people become aware of your business?
What qualifies them to become a customer? What actions do they (or you) need to take?
When does marketing handoff to sales? (start from the top of the marketing funnel and work down through sales and customer success)
What does the sales process look like? (then work back up to marketing, and down to customer success)
What does a successful customer look like? (then work backward through sales and marketing)
Once you've answered these questions, you need to answer the following questions.
For example, you could use these "classic" steps:
Visit
Subscriber
Qualified Lead
Customer
Retained Customer
Advocate
This step is all about defining when the stage evolves so you should step back for a minute and think about your process and what defines that a visitor is going one step further.
Make it simple: yes / no condition is enough
Using the “object + action”, “noun + past tense verb format” is a nice standard when you look at ways to build tracking plan.
At Crisp, we like to use the following structure: EventCategory:EventName
It really depends on what you like most.
Here is free ressource that will help you to map out your customers' lifecycle
In order to qualify users profile in the lifecycle process, you have multiple solutions within Crisp. What we recommend is to use Segments to tag your users based on their interactions.
Of course, this example is using two segments. It's possible to use only one. Also you need to replace registered_users and lead with your own segments!
Want to know more about the $crisp interface? Read: How to use $crisp Javascript SDK?
The key part of a tracking plan is not to measure everything but rather being able to follow the key steps to help you better understand where your funnel needs improvements.
1. Map out your customers' lifecycle
What are the key stages of the lifecycle?
Where do people become aware of your business?
What qualifies them to become a customer? What actions do they (or you) need to take?
When does marketing handoff to sales? (start from the top of the marketing funnel and work down through sales and customer success)
What does the sales process look like? (then work back up to marketing, and down to customer success)
What does a successful customer look like? (then work backward through sales and marketing)
Once you've answered these questions, you need to answer the following questions.
2. Name the stages of your customers' lifecycle
For example, you could use these "classic" steps:
Visit
Subscriber
Qualified Lead
Customer
Retained Customer
Advocate
3. Bring some conditions
This step is all about defining when the stage evolves so you should step back for a minute and think about your process and what defines that a visitor is going one step further.
Make it simple: yes / no condition is enough
4. Name your key event
Using the “object + action”, “noun + past tense verb format” is a nice standard when you look at ways to build tracking plan.
At Crisp, we like to use the following structure: EventCategory:EventName
It really depends on what you like most.
Here is free ressource that will help you to map out your customers' lifecycle
5. Push your data to Crisp user profile
In order to qualify users profile in the lifecycle process, you have multiple solutions within Crisp. What we recommend is to use Segments to tag your users based on their interactions.
// Feed this call with your own internal segment.
$crisp.push(["set", "session:segments", [["registered_users", "lead"]]])Of course, this example is using two segments. It's possible to use only one. Also you need to replace registered_users and lead with your own segments!
Want to know more about the $crisp interface? Read: How to use $crisp Javascript SDK?
Updated on: 13/06/2022
Thank you!