Access Group · Iterable

Customer Lifecycle — Journey Map

Journeys split by customer type: brand-new customers are onboarded; returning customers get product-led hire comms. Every step is tagged with its email type.

Email types

Welcome · branded Product · hire Care & service Feedback Review request Service recovery Re-engagement Sunset

Overarching journey

Customer lifecycle entry: Lead Onboarding — new customer First-ever hire · full branded experience WELCOME · BRANDED Hire — repeat customer Already knows the brand · product-led only PRODUCT · HIRE Re-engage — dormant No quote / hire in 90 days · win them back RE-ENGAGEMENT Sunset — unengaged No opens in 180 days · “come back” then suppress SUNSET

Both hire journeys (onboarding & repeat) end at Hire return, which feeds the shared Review journey below.

Journey A · Onboarding — new customer

First-ever hire — full branded experience

A brand-new customer. Lead with who we are and why Access before anything else.

Enters when: quote_submitted AND hireCount = 0 · transactional

A1
Quote
Welcome · branded
A2
On-hire
Care & service
→
Return
to Review journey

Quote confirmation Welcome

Triggerquote_submitted
TimingImmediate
ChannelEmail + optional SMS

Confirm we've got the quote + timeline, then the brand block: who we are, the fleet, service network, why Access.

On-hire welcome & care Care

Triggerhire_started
TimingDay 1 + timed nudge
ChannelEmail

Enjoy the machine → how we look after you (on-site service, genuine parts, on-call) → Extend Your Hire → equipment care tips.

Hire return → Review

Triggerhire_returned
FilterreturnType = completed
NextEnters Review journey (C)

Hand-off point — feedback & review handled once, in the shared Review journey.

Journey B · Hire — repeat customer

Returning customer — product-led only

They already know the brand. Skip the intro; get straight to the product and the hire.

Enters when: quote_submitted AND hireCount ≥ 1 · transactional · re-entry per hire

B1
Quote
Product · hire
B2
On-hire
Care (light)
→
Return
to Review journey

Quote confirmation Product

Triggerquote_submitted
TimingImmediate
ChannelEmail + optional SMS

Quote's in — straight to the product, spec and next steps. No brand intro. Optional: "need it faster?" / related gear.

On-hire care Care

Triggerhire_started
TimingDay 1
ChannelEmail

Lighter than onboarding — quick care reminder + Extend Your Hire. They know the drill.

Hire return → Review

Triggerhire_returned
FilterreturnType = completed
NextEnters Review journey (C)

Same hand-off as onboarding — one shared review flow for all hires.

Journey C · Review — shared, branched

Feedback → review or recovery

Runs after every completed hire, whether the customer is new or returning. Splits on the rating.

Enters when: hire_returned (completed) · 1–2 days after return

C1
Feedback ask
Feedback
C2
Positive
Review request
C3
Negative
Service recovery

Feedback ask Feedback

Triggerhire_returned
Timing1–2 days after return
ChannelEmail

"How was it?" — simple Yes/No + star rating. Response sets the branch.

Positive → review Review

Branchrating = positive
ChannelEmail

Thank them → Google review link → discount code for next hire (as a thank-you for feedback, not payment for a review).

Negative → recovery Recovery

Branchrating = negative
ChannelEmail + CS alert

Apologise, "tell us more" form, route to customer service / rep. No public review ask.

No response

Branchno reply in X days
Flow1 reminder, then exit

Single nudge; if still nothing, exit quietly — no further chasing.

Review compliance: route unhappy raters to recovery before any public link, and frame the discount as a thank-you for feedback / next hire. Rating-gated review links and paid-for reviews breach Google policy.

Journey D · Re-engage → Sunset

Win back the quiet ones, then clean the list

Marketing only — never fires mid-hire. Any quote or hire reactivates and drops them back into the cycle.

Enters when: segment: 90d inactive → escalates to sunset at 180d no engagement

D1
Dormant
Re-engagement
D2
Sunset
Sunset

Re-engagement Re-engage

Trigger90d inactive
TimingAt 90 days + follow-up
ChannelEmail + optional SMS

"Still here" — what's new in the fleet, easy path back to a quote. A new quote/hire → reactivated → back to Journey A/B.

Sunset Sunset

Trigger180d no open/click
FlowFinal email, then suppress
ChannelEmail

"We'll stop emailing you — click here to stay on the list / come back to the fold." Click = re-subscribe. No click = suppressed from marketing (transactional still sends).