Best Practice Report

Post-Sale Customer Communications Strategy: Getting Started

March 15th, 2018


For B2B organizations, successfully nurturing accounts after they become customers depends on the application of three principles. Effective customer communications requires a thorough understanding of the current state, clear business goals, and a consistent and thoughtful strategy based on customer personas. In this report, we describe how to initiate the development of a holistic, cohesive strategy for post-sale customer communications.

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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.