630User Lifetime
This metric measures how long customers stay (1/churn), and the cost of keeping them. It is the duration component of "Customer Lifetime Value" (CLV), a concept advocated by marketing scholars like Philip Kotler.
The statement
Your USER LIFETIME is helping you achieve your goals.
One statement per role slot, scored against the goal set in Step 2 on the Maturity Ladder, never 0. As a question: Is your USER LIFETIME helping you achieve your goals?
The sub-questions
| Code | Sub-question | Statement |
|---|---|---|
| 631 | Measurement | Capable to measure user's lifetime (1/churn). |
| 632 | Churn level | Your churn level is below or equal to average. |
| 633 | Evolution | Historical trend of churn evolution is positive. |
| 634 | Customer Lifetime Value to CRC | Your CRC is aligned with your CAC (20-30% revenue). |
Evidence profile, Mode 2: each sub-question is scored on the Maturity Ladder and the dimension takes their rounded mean (an exact .5 rounds down), which can be 0, Mixed. Sub-questions ending in 5 are the Sustainability Zoom: they enter the mean when sustainability is a strategic objective.
Its role in the nine postures
| Code | Archetype | Role | Target |
|---|---|---|---|
| A1 | Disruptive Newcomer | Not among its ten role slots | |
| A2 | Efficiency Machine | Not among its ten role slots | |
| A3 | Brand Evangelist | Secondary Accelerator (T) | ≥ +1 |
| A4 | Stagnant Leader | Fatal Brake (F) | ≥ +2 |
| A5 | Pivot Pioneer | Not among its ten role slots | |
| A6 | Value Harvester | Secondary Accelerator (T)Growth Driver (GD) | ≥ +1 |
| A7 | Scale-Up Guardian | Primary Accelerator (P) | ≥ +2 |
| A8 | Niche Expert | Not among its ten role slots | |
| A9 | Category Creator | Not among its ten role slots |
The role comes from the posture, not from the dimension: 630 User Lifetime holds a role in 4 of the nine postures. A Growth Driver that is also a Vital 8 dimension carries one score, with the target of its Vital 8 role.