Best Practice Report

Retention Signal Selection: Considering Customer Personas And Lifecycle Phases

March 6th, 2020


The Forrester Customer Retention Model guides B2B organizations in identifying and understanding signals that correlate with renewal or repurchase. When selecting signals relevant to desired outcomes such as retention, organizations must consider the customer persona and customer lifecycle phase. The Customer Experience Design Framework enables customer engagement teams to align retention signals by persona and phase.

For B2B customer engagement teams attempting to understand, predict and influence the customer signals that correlate with renewal or repurchase, signal selection is not the same for every customer (see The Forrester Customer Retention Model). Different members of the retention unit — the group of individuals who influence a retention decision — will engage in different ways during their customer journey. In this report, we describe how organizations can use the Customer Experience Design Framework to incorporate persona and customer lifecycle insights into their selection of retention signals.

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