Planning Customer Advocacy Content For The Postsale Customer Lifecycle

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.