Best Practice Report

Planning Customer Advocacy Content For The Postsale Customer Lifecycle

September 22nd, 2023
With contributor:
Lisa Nakano


Most customers want wisdom and advice from their peers after making a purchase — choosing to work with a supplier is only the first action in pursuit of a desired future state. Content highlighting existing customers’ experience and success provides meaningful evidence and inspiration to customers who want to continue growing, learning, and achieving value from a long-term, mutually beneficial relationship with the selling organization. In this report, we outline key considerations for planning assets sourced from and created with customer advocates for each phase of the customer lifecycle.

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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.