There are multiple stages a customer goes through during his journey with a brand. Awareness Phase: Most consumers start with this phase and learn about products they might need. Consideration Phase: During this phase, the customer compares one brand's products with others. Decision Phase: In this phase, the customers engage with the brand, look for quotes, or speak to sales representatives. Retention Phase: In this phase, the customers are continuously engaged with loyalty benefits, special offers and discounts to increase their lifetime value.  Advocacy Phase: Customers with great experience with the brand become advocates and support the brand by being vocal.