Best Practice Report

Postsale Customer Needs: Develop/Participate Phase

January 1st, 2018


Forrester conducted a study of more than 400 B2B executives and users to uncover customer preferences during the postsale customer lifecycle. In the develop/participate phase of the customer lifecycle, organizations must engage with onboarded customers through interactions that resonate strongly. During this phase, 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 describe customer interaction and content preferences during the develop/participate phase of the customer lifecycle, based on the findings of the Forrester 2016 Customer Experience Study.

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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.