Post-Sale Customer Needs: Operationalizing The Findings

January 1st, 2018

Lisa Nakano

Summary

Forrester recently conducted a study of more than 400 B2B executives and users to uncover customer preferences during the post-sale customer lifecycle. Based on our findings, organizations should more effectively match offerings and content to what customers want during each lifecycle phase. Multiple customer engagement functions have important roles to play in understanding and closing these gaps

Some B2B organizations are holding onto outdated ideas about what customers need and want. However, by using the scientific method to conduct the Post-Sale Customer Needs Survey, we have gathered reliable evidence about the content and interactions that executives and users are getting, and what they want more of, throughout the customer lifecycle. In this report, we describe how customer experience, customer success and customer marketing roles can use these findings.

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