Summary
Consumers connect with brands throughout the customer life cycle — they engage, discover, explore, and buy using a variety of channels. Companies today understand that engagement and positive customer experiences breed loyalty, and they utilize a variety of channels to interact with their customers. However, it is not always clear how, why, and where consumers prefer to engage with their favorite brands. This document is part of a four-part series of Forrester reports on how consumers progress through the customer life cycle. It examines the reasons for, channels for, and benefits of customer brand engagement.
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