How Closure fits into the customer lifecycle

Written By Joe Macleod

The customer life cycle can be broken into 3 phases - On-Boarding, Usage, and Off-Boarding.

On-Boarding is made up of Starting Experiences

It is the effort it takes to get the customer to commit to the product or service relationship. It is the the start of the relationship.

Starting Experience examples
Advertising that attracts you to a product or service relationship
Marketing that orientates you towards the right decision
Packaging that reveals the beautiful product you have bought

Usage completes tasks, empowers people and orders chaos.

It is the stable committed relationship between the user and the service they use, or the product they own.

Usage Experience examples
Paying in to a pension scheme
Daily usage of a car
Regular usage of an app

Off-Boarding is made up of Closure Experiences

It is the effort it takes to neutralise the effects of the engagement. To complete the agreed engagement. Its the conclusion of the relationship.

Closure Experience examples
It is the completion of a mortgage
It is the disposal of a product in the right place
It is saying goodbye
It is closing the un-used accounts
Its tidying up the impacts of consumption

Joe Macleod

Joe Macleod is founder of the worlds first customer ending business. A veteran of product development industry with decades of experience across service, digital and product sectors.

Head of Endineering at AndEnd. TEDx Speaker. Wired says “An energetic Englishman, Macleod advises companies on how to game out their endgames. Every product faces a cycle of endings. It's important to plan for each of them. Not all companies do." Fast Company says “Joe Macleod wants brands to focus on what happens to products at the end of their life cycle—not just for the environment but for the entire consumer experience.”

He is author of the Ends book, that iFixIt called “the best book about consumer e-waste”. And the new book –Endineering, that people are saying “defines and maps out a whole new sub-discipline of study”. The DoLectures consider the Endineering book one of the best business books of 2022.

www.mrmacleod.com
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