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For Customer Experience Professionals

The Perspective Problem In The Customer Life Cycle

Your Company Undermines Profits By Misprioritizing Life Cycle Phases — Help It Stop

August 28, 2017

Why Read This Brief

The classic customer life-cycle diagram is useful but gives equal weight to every phase — which does not reflect reality. And many companies ignore whether any phase is more important than any other, mistakenly prioritizing the prepurchase phases (discover, explore, and buy), while most of their customers care far more about what happens afterward (the use, ask, and engage phases). This short report examines why this is a business mistake and explains how customer experience (CX) professionals should recast the customer life cycle to help align investment with strategy.

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