User Journey Mickael Rutembya · Customer Value Journey

Stage 6 — Ascend

User Flow Atlas

CVJ Stage 6 (Ryan Deiss): the customer buys again, refers, advocates. This stage maps repeat purchase signals, referral programs, case study generation, upsell / cross-sell, and lifetime value optimisation.

Journey stage

Ascend — turn customers into advocates

« I have seen real value from this purchase. I want to buy more, tell others, and deepen my relationship with this consultant. »

SEO signals for this stage

SignalCurrent statusSource
Repeat purchase rate⚠️ No tracking for second purchaseswebsite-audit-2024-03-19.md:93
Customer referral rate⚠️ No formal referral programwebsite-audit-2024-03-19.md:93
Case studies published⚠️ None published yetuserflow/projects-userflow.html
Testimonial collection⚠️ Ad-hoc, no systematic processwebsite-audit-2024-03-19.md:78
Upsell / cross-sell⚠️ No automated product recommendationsuserflow/product-purchase-userflow.html
Customer lifetime value⚠️ Not tracked in analyticswebsite-audit-2024-03-19.md:93
Net Promoter Score❌ Not measuredPayAttention.md:15

Ascend-stage userflow map

Ascend-stage flows — click a node to open the detailed userflow.userjourney
flowchart LR LOYAL["Loyal customer"] --> REPEAT["Return to site"] REPEAT --> NEWPROD["New product purchase"] REPEAT --> REFER["Refer a colleague"] REPEAT --> REVIEW["Leave testimonial"] REFER --> LEAD["New lead from referral"] REVIEW --> SOCIAL["Social proof published"] NEWPROD --> UPSELL["Upsell / cross-sell"] UPSELL --> BUNDLE["Bundle purchase"] BUNDLE --> ADVOCATE["Brand advocate"] SOCIAL --> ADVOCATE LEAD --> CONVERT["New conversion"] CONVERT --> LOYAL click NEWPROD "http://localhost:8000/ressources/produits/" "Open Products" click REPEAT "http://localhost:8000/" "Open Home" click REFER "http://localhost:8000/contact/" "Open Contact"

Userflow mapping

UserflowRouteAscend role
Product purchase →/ressources/produits/Repeat purchases and bundle offers — increases CLV
Office Hours seat →/ressources/office-hours/Returning attendees buy advanced tiers — upsell path
Calculator deposit →/outils/calculator/Returning leads upgrade from deposit to full mandate — expansion revenue
Projects →/realisations/Case studies from customer success — social proof for new leads

SEO actions for Ascend stage

ActionOwnerPriorityStatus
Implement referral program with unique tracking linksMarketingHigh❌ Pending
Publish customer case studies on /realisations/Content (David)High❌ Pending
Add product recommendation engine on checkout completionFrontend (Sarah)Medium❌ Pending
Implement NPS survey 30 days post-purchaseProductMedium❌ Pending
Create customer-exclusive content portalBackend (Elena)Medium❌ Pending
Add loyalty discounts for repeat customersOperationsLow❌ Pending

Flow scenario

Scenario A1

Customer buys AI Production Assurance mandate after initial deposit

Trigger

  • Customer completed calculator deposit 3 months ago
  • Engaged with onboarding emails and implemented framework
  • Received positive results and wants to expand scope
  • Returns to site to request full mandate quote

Experience

  1. Customer logs in and sees personalised dashboard with past quote history.
  2. One-click re-order populates mission form with previous parameters.
  3. New quote reflects expanded scope with loyalty discount applied.
  4. Customer confirms and pays via Stripe Checkout.
  5. Post-purchase NPS survey sent 30 days later — score 9/10.

Trust and safety rules

  • Loyalty discounts are transparent — no hidden terms or auto-renewals without consent.
  • Referral links are trackable but do not expose customer identity.
  • Case studies require explicit written consent before publication.
  • Customer data from previous purchases is used only to personalise their experience — not sold or shared.
  • NPS surveys are optional and never required for service access.

Result states

StateWhat the customer seesWhat happens next
Repeat purchaserCustomer buys again, possibly larger scopeCLV increases — move to advocate tier
ReferrerCustomer shares link, colleague convertsReferral reward issued — new lead enters pipeline
Case study subjectCustomer agrees to be featuredPublished case study drives new organic traffic
Brand advocateCustomer promotes on social media, LinkedInEarned media — highest trust signal for SEO
At-riskCustomer has not returned in 90+ daysWin-back email campaign triggered