Why Read This
Today's empowered customer has the world at her fingertips — literally — through the multiple keyboards and connections to opinions all throughout her day. The challenge for today's marketer is to get through to these well-informed audiences. Marketers who follow the traditional marketing funnel are not designing their marketing efforts for this new consumer who lives in a less linear environment than in the past. 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 deliver the right approach to that customer at the right time, in the format and via the channel of her choice at any moment. The customer life cycle involves the entire brand experience and describes an ongoing relationship with customers, making it the only approach that will drive success in the age of the customer. This report will help CMO and marketing leadership professionals discover the vision that guides the strategy to transition their organizations to customer life-cycle marketing.