Customer Lifecycle Introduction

There are a few key stages in your customer’s journey, especially as they relate to using Appcues. A user will move through each stage in order and is rarely, if ever, in two stages at the same time.

Onboarding and Education

Who: These are users new to your product that have little to no knowledge of how it works and how to accomplish their goals.

Content: See Onboarding and Education Strategies. Your main content will be educational Flows, tours, and Checklists.

Completion: Onboarding is often fairly linear and there will be a final flow to complete, or a user will have completed all your onboarding flows. At this point they move on to the next stage.

Adoption and Engagement

Who: These users understand your product basics and value but likely need help learning secondary features and additional use cases.

Content: See Adoption and Engagement Strategies. You can use the entire Appcues toolbox to engage your users in various ways.

Completion: Success here is more based on feature usage and regular user engagement. It’s helpful to track Goals using Events/Properties to measure “completion” of this stage.

Retention and Feedback

Who: These users have a clear understanding of your product and use cases. They’re interested in knowing about new features and better strategies for using the existing product. They’re also great candidates for feedback.

Content: See Retention and Feedback Strategies. The Appcues NPS feature is great for these users.

Completion: Never! This is the final "steadystate" stage a user will remain in for the rest of their lifecycle with your application.


The strategies and orders here are meant as guidelines and best practice for getting started and aren’t meant to be rigid. For example, you could ask a user for feedback during onboarding, but it would likely be for feedback on the onboarding process rather than the application itself.

You can absolutely tackle one lifecycle stage at a time. Don’t feel like you need to set it all up and go live at once.