Best Practice Report

Postsale Customer Needs: Deliver/Initiate Phase

January 1st, 2018
Lisa Nakano, null
Lisa Nakano


Forrester conducted a study of more than 400 B2B executives and users to uncover customer preferences during the postsale customer lifecycle. Customers’ views of their experience and their needs in the deliver/initiate phase of the customer lifecycle may not map to providers’ priorities for interactions and content. In the first phase of the postsale relationship, the customer’s role has a strong influence on the interactions and content required.

When B2B buyers become customers, organizations must understand what types of interactions and content resonate with their customer audience to support engagement, reduce churn, protect from competitive pressures, develop loyalty, and maximize advocacy. This understanding should be further categorized by customer lifecycle phase as well as the role each individual plays in the postsale relationship (see B2B Personas: Customer Role Attributes). In this report, we detail findings from the Forrester 2016 Customer Experience Study about customer interaction and content preferences during the deliver/initiate phase of the customer lifecycle.

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