Vision Report

Postsale Customer Engagement: Shining A Light On Customer And Company Value

September 15th, 2022
With contributors:
Laura Ramos , Caroline Robertson , Maria Alexandrou , Arianne Burnette


B2B organizations that prioritize, resource, align, and measure the value of postsale engagement with customers are rewarded with customer retention, loyalty, and advocacy. A deep, mutually valuable relationship with the customer base not only improves a company’s profitability and growth, but it also protects against economic turbulence and unforeseen crises. In this report, we define the three capabilities leaders must focus on to achieve effective postsale customer engagement: customer experience, customer marketing, and customer success.

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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.