Understand The Requirements Of The Customer Life Cycle For Applications And Data
Take A Strategic Approach To These Requirements For Greater Impact
September 2, 2011
Why Read This Report
The old concept of the marketing funnel has become passé, requiring firms to make a dramatic shift to focus on the full customer life cycle and customer relationship. To help enable the transition, application development and delivery professionals who deliver customer-facing software should understand the implications of this shift for their applications and data. The marketing funnel concept treated each customer interaction as part of a single buying or service process with a start and finish, failing to integrate all interactions into a longer-term relationship. Leading firms place the customer at the center of sales and marketing strategy, with all customer touchpoints working in concert to nurture that relationship. Application delivery leaders must help their business colleagues break out of their silos and integrate the processes and data required to support the full customer life cycle.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Breakout Vendors: SaaS Business Applications
May 10, 2016 | Paul D. Hamerman
A Customer-Obsessed Operating Model Demands A Close Partnership With Your CMO
April 12, 2016 | Nigel Fenwick
What Do You Need From Your Digital Experience Services Partner?
February 17, 2015 | Anjali Yakkundi