Best Practice Report

Postsale Customer Lifecycle Deep Dive: Advocate

June 21st, 2023
With contributors:
Lisa Nakano , Alesia Garrett , Michael Belden


The fourth phase of the postsale customer lifecycle is advocate, when a customer becomes an active promoter and value increases for both parties. Companies looking to fuel growth by developing strong customer relationships must identify what elements are needed in this phase to sustain the emergence of customer advocates. Companies must continue to meet and even surpass expectations during this phase to drive the likelihood that the relationship will expand. Consistently delivered, high-quality, nonselling interactions reinforce the tight bond between company and customer. In this report, we describe the four elements that support the fourth phase of the postsale customer lifecycle, and the roles marketing and sales play in each.

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