CASE 06 · LIFECYCLE & CRM SYSTEM
Lifecycle Management & CRM Automation System
Turning disconnected email and SMS flows into a stage-based lifecycle system across acquisition, checkout recovery, onboarding, replenishment, and re-engagement.
I designed this CRM operating system and built it in Klaviyo together with my colleagues. It connected customer stage, decision barrier, next-action intent, product relationship, and channel role—while adapting automation journeys to different products and purchase contexts.
+130%CRM Revenue, Year over YearRevenue from email and SMS marketing, compared with the previous year.
58% / 39%Share of CRM Revenue from Automated FlowsAutomated lifecycle flows now bring in 58% of CRM revenue, up from 39%.
+96%Abandoned Checkout Flow RevenueOne year after the redesign, compared with the year before.
1.15% / 0.67%Replenishment Orders per RecipientA 72% increase after flow optimization.
All figures compare one year with the year before.
01 · Lifecycle Architecture
Map the customer journey before expanding automation
Customer stage, decision state, next action, supporting flow, and channel role, connected across the main-site lifecycle.
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Customer Stage
Decision Barrier
Next-Action Goal
Supporting Flow
Channel Role
02 · Abandoned Checkout Design Logic
From customer hesitation to F1 and S1 recovery journeys
F1 and S1 are two different machines, each with its own recovery journey. The design runs from understanding why customers stop to giving each touchpoint a distinct conversion job.
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+96%
Abandoned Checkout Flow Revenue, Year over Year
The redesigned sequence moved from purchase-pressure reduction to value explanation, confidence building, risk reduction, and final action—while adapting message emphasis to the different decision contexts surrounding F1 and S1.
03 · Lifecycle Email Execution Examples
Selected executions across checkout recovery and post-purchase engagement
Real emails from checkout recovery and post-purchase, each with the role it played.
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04 · System Value
What this lifecycle system established
The work created a reusable operating framework for planning, adapting, and extending CRM automation across products and customer stages.
01Lifecycle Segmentation FrameworkA shared structure for defining customer states, decision barriers, and progression goals.
02Barrier-Led Automation MethodA repeatable process for turning hesitation into message roles, timing, and channel decisions.
03Scalable CRM ArchitectureA system that can expand across products, customer stages, and repeat-purchase opportunities.