Postsale Customer Needs: Retain/Actualize Phase

January 1st, 2018

Lisa Nakano

Summary

Forrester conducted a study of more than 400 B2B executives and users to uncover customer preferences during the postsale customer lifecycle. Once customers enter the retain/actualize phase of the lifecycle, they must validate their decision to invest in the organization’s offerings. Customer roles have a strong influence on which interactions and content customers want during this phase of the postsale relationship.

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