Which type of user in the Braze lifecycle is described as consistently active, possibly upgraded to premium membership?

The description of a user who is consistently active and potentially upgraded to premium membership aligns with the concept of a loyal customer. Loyal customers are individuals who repeatedly engage with a brand, showcasing consistent behavior over time that indicates trust and preference for the company's offerings. This high level of engagement often signifies not only a strong relationship with the brand but also a willingness to invest further, such as through premium memberships or increased spending.

In the context of Braze and its user lifecycle, loyal customers contribute significantly to long-term business success as they have a higher likelihood of responding positively to marketing efforts and participating in brand advocacy. Factors such as frequent interactions, high retention rates, and the endorsement of premium offerings characterize this group, distinguishing them from other types of users who may not exhibit the same level of engagement or loyalty.

The other user types mentioned do not embody the characteristics of someone who is consistently active and likely to upgrade. Active users might engage but not with the same level of commitment as loyal customers. Lapsing customers demonstrate reduced activity, indicating a risk of disengagement. Inactive users, conversely, show little to no engagement, which does not align with the activities of a loyal customer.