Trends Report

The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises

A Marketer's Guide To The Age Of The Customer

January 27th, 2016
Sarah Sikowitz, null
Sarah Sikowitz
With contributors:
Michelle Moorehead , Ryan Trafton , Kara Hartig , Anna Berman


Forrester's customer life cycle provides a better model for modern marketing, as it places the customer at the center of the effort and forces marketing to plan messages and actions that it bases on the customer's view of the brand, not the other way around. The customer life cycle is the marketing vision that will drive CMOs' success in the age of the customer. It reshapes all aspects of marketing — from strategy and metrics to organization and technology priorities — and affects how the broader organization needs to collaborate. This report is an update to a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.