Best Practice Report

Postsale Customer Lifecycle Deep Dive: Initiate

 and  three contributors
Jun 21, 2023

Summary

Anyone who has endured a terrible second date knows that the old saying “You never get a second chance to make a first impression” discounts the vast potential for disappointment when high initial expectations are destroyed upon further contact. In the B2B world, making commitments to a new customer that are not fulfilled can be similarly fatal. The first phase of the postsale customer lifecycle is the initiate phase, when a new customer begins to use what they have bought. In this phase, the selling company is responsible for delivering what was promised and starting the relationship off on the right foot. Customers in this phase must feel valued and reassured that the best choice was made and see value from their investment. In this report, we describe the three elements that support the first phase of the postsale customer lifecycle, and the roles marketing and sales play in each.

Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
  • Stay ahead of changing market and customer dynamics with the latest insights.
  • Partner with expert analysts to make progress on your top initiatives.
  • Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).