Best Practice Report

Retention Signal Selection: Considering Customer Personas And Lifecycle Phases

May 30th, 2023
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
With contributors:
Dave Frankland , Lisa Nakano , Alesia Garrett , Ian McPherson

Summary

To understand, predict, and influence the customer signals that correlate with renewal or repurchase, you must remember signal selection is not the same for every customer. Use Forrester’s Customer Retention Model to identify and understand signals that correlate with renewal or repurchase. When selecting signals that lead to outcomes like retention, you must consider the customer persona and customer lifecycle phase. Read this report to understand how to use the Forrester Postsale Customer Engagement Design Framework to incorporate persona and customer lifecycle insights into your selection of retention signals.

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