The customer engagement cycle is an interaction framework that describes the actions and triggers your customers go through when they use your product regularly.

Companies that don't have repeat use models (mortgage platforms, for instance) don't typically need or have loops.

Every "engaging" product needs an interaction loop that maximizes the value created in your user's first session and brings them back regularly.

Below is a simple engagement loop framework that you can test for your own product by asking the following questions:

• What am I doing to drive a curious customer to their Aha moment?
• What's my recurring unit of value exchange?
• What is the customer investing in that I can leverage to make each subsequent exchange more valuable?
• Am I choosing the right point in time to ask customers for reviews and referrals?