Managing customer journeys across the full lifecycle is key to sustainable growth, but success depends on making each stage connected, strategic, and scalable.
This Merkle Masterclass introduces the Lifecycle Framework, giving you the tools to align micro interactions into cohesive macro experiences and design journeys that evolve with customer needs. With this approach, fragmented touchpoints become seamless, value-driven journeys that build long-term engagement and business impact.
Session 3: Lifecycle Framework
Every customer relationship develops along a lifecycle, but how can you make sure that each stage creates long-term value? How do you connect fragmented interactions into a seamless experience that evolves as your customers do? And what proven approaches help you manage these journeys with both consistency and scale?
In this Merkle Masterclass we will explore the Lifecycle Framework and provide you with practical tools to design, orchestrate and optimise journeys across the entire customer lifecycle.
You will learn how to align individual touchpoints with wider business objectives, balance emotional and functional impact, and create experiences that grow together with your customers. The outcome is stronger engagement, deeper loyalty and measurable business results.
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Secure your spot for this masterclass.
We offer 20 free spots on a first-come-first-serve basis. Everyone is welcome, regardless of level or background.
Session 3 on ‘ Lifecycle Framework’ is coming January of 2026. We’ll start 9:30 and end 12:30 with a delicious lunch made by our chef. You don’t need to have attended the first sessions.
Guest speakers
Didric van den Borne
Executive Experience Director and Head of Creative Team
Wendy Zoeteweij
Lead Campaign Manager
Nicole Wals
CXM Campaign Manager
Time Schedule
- 09:00 - Walk-in with coffee & tea
- 09:30 - Presentation by our team
- 10:30 - Short break
- 10:45 - Workshop
- 12:15 - Wrap-up
- 12:30 - Lunch by our very own chef Bianca
