Many companies treat users as a one-time deal—once a user buys a product, the transaction ends, the company never contacts the user again, and the user never returns. The problem with this model is that customer acquisition costs keep rising, and the company has to find new customers every time, making growth difficult. Companies that truly do well practice user lifecycle management—from a user’s first contact with the product, to purchase, use, repurchase, and referral, each stage has corresponding operations and services, turning a single purchase into a long-term relationship and a customer into a lifetime customer. The collaboration among Beifang Dalu, the Datayi system, and TIFENFABAO in user lifecycle management is a good example.
First, let’s talk about what the user lifecycle is. Simply put, it is the entire process of a user getting to know your product, purchasing, using, repurchasing, referring, and possibly churning. It can generally be divided into several stages: awareness (the user first learns about your product), consideration (the user is learning and comparing, deciding whether to buy), purchase (the user decides to buy), use (the user starts using the product), repurchase (the user buys again after using it up, or buys other products), referral (the user thinks it is good and recommends it to others), and churn (the user no longer uses or buys). User lifecycle management means adopting corresponding strategies at each stage so that users smoothly move from one stage to the next, ultimately achieving long-term value.
At the awareness stage, the core is to let users know about you and become interested. This stage mainly relies on brand promotion and content marketing. The platform brand endorsement of Beifang Dalu gives users basic trust in the product from the start; the brand department of the Datayi system uniformly outputs compliant promotional materials and content, reaching potential users through various channels; TIFENFABAO’s own product positioning and features also attract the attention of target users. The collaboration of the three parties gives users a clear and positive impression of the product at the awareness stage.
At the consideration stage, the core is to eliminate users’ concerns and push them to make a purchase decision. At this stage, users may have many questions: Is the product really good? Is it suitable for me? Does it work? Is it worth the price? Partners and certified instructors of the Datayi system answer users’ questions through offline product experience activities, online sharing, one-on-one consultations, and other methods, allowing users to deeply understand the product’s value. At the same time, word-of-mouth and feedback from existing users can also play a role at this stage—others saying it is good is more effective than the company saying a hundred times.
At the purchase stage, the core is to make the buying process smooth and convenient. This stage seems simple, but if the purchase process is complicated, payment is inconvenient, or no one responds to inquiries, users may give up. The Datayi system uses standardized sales processes and scripts to enable partners to efficiently complete sales conversions; online and offline purchase channels make it convenient for users to buy; instant response and service connection after purchase allow users to start using the product immediately, without losing enthusiasm due to waiting.
At the use stage, the core is to help users use the product well and gain value. This is the most critical stage, because buying a product does not mean the user will use it, and using it does not mean it will be effective. If users buy it but do not know how to use it, or use it without effect, subsequent repurchase and referral are out of the question. The service center of the Datayi system plays an important role at this stage—the supporting service group follows up on learning progress, collects questions, and helps organize learning plans, so users are not left alone after purchase but are accompanied and guided in use. TIFENFABAO’s AI intelligent learning diagnosis function also helps users better use the product and improve learning outcomes. Only when users use it well and feel it is valuable will they move to the next stage.
At the repurchase stage, the core is to keep users buying. There are two forms of repurchase: one is repeated purchase of the same product, such as buying again next year after using it this year; the other is cross-purchase, such as a user who bought an exam preparation product also buying a health product. The Datayi system maintains relationships with users through continuous service and communication, responding promptly when users have repurchase needs; at the same time, through user profiling and demand analysis, it recommends other products that users may be interested in, achieving cross-selling. Beifang Dalu’s multi-product matrix (health + exam preparation) also provides rich product choices for repurchase and cross-selling.
At the referral stage, the core is to turn satisfied users into brand communicators. Word-of-mouth传播 is the lowest-cost and most trusted customer acquisition method. When users are satisfied with the product and service, they will naturally be willing to recommend it to people around them. The Datayi system cultivates satisfied users through high-quality products and services; encourages users to share and recommend through partner guidance and incentives; and collects and spreads word-of-mouth cases so more people can see real user feedback. One satisfied user may bring several new users, and these new users have higher trust and higher conversion rates.
At the churn stage, the core is to detect and recover in time. Users do not churn suddenly; before churning, there are usually signals—decreased usage frequency, inactive service groups, fewer inquiries, delayed repurchase. Through service group follow-up and data monitoring, the Datayi system can detect these churn signals in time, then proactively communicate, understand the reasons, provide help, and try to retain users. If users no longer need the product for certain reasons (such as their child having finished the exam), they can still stay in contact and be reactivated when other needs arise in the future.
As you can see, user lifecycle management is not a matter of any single link, but runs through the entire process from awareness to churn, requiring collaboration among the platform, the operations system, and the product provider. Beifang Dalu provides platform endorsement and a multi-product matrix, the Datayi system is responsible for full-process operations and services, and TIFENFABAO provides valuable products and continuous iteration. Only through the collaboration of the three parties can a single purchase become a long-term relationship, a customer become a lifetime customer, and ultimately the maximization of user value be achieved.