Keep customers 11 of 19 in this group
SOP 143
Build the four-milestone customer journey
What this page is for. Use it when you want a simple plan for what every customer should do after they buy. It gives the four milestones, why the last one matters, the order they come in, and the plan in three lines.
SOP-143-Build-the-four-milestone-customer-journey.md
1. The four milestones
It does not have to be complicated. You can start with four milestones you want every customer to reach:
- Activate.
- Give a testimonial.
- Refer.
- Ascend.
You can also reward customers by giving them something at each milestone. This works well paired with unlockables (SOP 140 — Incentivize activation and time unlocks past churn points).
2. Why the last one matters
The last milestone, ascension, is the one singled out. Over time, customers get an itch to buy more, and they will buy it from you or from a competitor down the street. You might as well spare yourself the churn and take in new revenue at the same moment. Someone who has just bought another thing from you is the least likely to churn. So ask them to buy.
3. The order
Apart from activation, the other three may come in different orders, depending on the customer and the business model. Ideally all four happen, and they are definitely more likely to happen if you plan for them than if you do not.
The plan in three lines: put the four milestones in place; activation first, then the other three in the order that makes sense; and do not forget to sell to them again. One order, with retention and reviews before referral and resale, is SOP 164, section 6.
4. What this page does not decide for you
- What to give at each milestone. Not established on this page.
- What the next purchase is, for ascension in your business. Not established on this page.
- How to plan for each milestone. Not established on this page.
5. The checklist
| Step | What you do |
|---|---|
| Activate | First; the activation point is SOP 129 — Derive the activation point |
| Testimonial | In the order that fits the customer and business model |
| Refer | In the order that fits the customer and business model |
| Ascend | Ask them to buy again; do not forget it |
| Rewards | Give something at each milestone; pair it with unlockables |
| Plan | Plan for all four; they are more likely to happen if you do |
6. What this page does not cover
Getting a testimonial is SOP 125 — Run the six-point testimonial script. Asking for a referral is SOP 16 — Keep the referrer in the conversation when you contact their friend. Onboarding is SOP 139 — Onboard customers to the activation point.
Terms defined on this page
- Ascension
- A customer buying more from you through upsells and cross-sells. Someone who has just bought again is the customer least likely to leave, so asking is worth it.
- Four-milestone customer journey
- Four milestones every customer should hit: activate, give a testimonial, refer, and ascend. Activation comes first; the other three can come in whatever order suits the customer and the business.