Why Read This
Today's empowered customer has the world at her fingertips — literally — through the multiple connections to information, products, and opinions all throughout her day. Marketers who follow the traditional marketing funnel miss the mark on how to gain the attention of this new, less linear consumer. Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort, which forces marketing to plan messages and actions based on the customer's view of the brand, not the other way around. The customer life cycle involves the entire brand experience, from messaging to product usage and ongoing interactions, and incorporates the ongoing relationship firms must have with customers, making it the marketing vision that will drive CMOs' success in the age of the customer. This report is an update to the "Embed The Customer Life Cycle Across Marketing" report originally published on January 22, 2013.