Best Practice Report

Mapping The Customer Lifecycle: Preparation And Participants

January 1st, 2018

Summary

Customer experience teams may struggle to gain a broad perspective of the customer lifecycle, especially if they are handed a long list of possible trouble areas. Customer lifecycle maps reveal the current state of the lifecycle and identify improvement areas from the customer’s point of view. In this report, the first in a series, we describe how to prepare for building a customer lifecycle map and who needs to be involved in the process.

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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.