Trends Report

Use The Customer Life Cycle To Power Your Transformation To Customer Obsession

Most Marketers Have Not Mastered CLC Maturity

July 29th, 2015
Sheryl Pattek, VP, Executive Partner
Sheryl Pattek VP, Executive Partner
With contributors:
Michelle Moorehead , Elizabeth Perez , Kara Hartig

Summary

Adopting a customer life-cycle-based approach across the enterprise demands changes to marketing strategy, organizational alignment, analytics, measurement, and marketing technology. Forrester and the Association of National Advertisers (ANA) surveyed senior marketers using our customer life-cycle maturity assessment to evaluate the current state of marketing leaders' shift toward putting the customer at the center of all marketing activities. CMOs should use this report to benchmark their current customer life-cycle marketing performance against their peers' and put the results to work to better win, serve, and retain customers. This is an update of a previously published report. It is completely rewritten based on new assessment criteria and survey data.

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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.