Best Practice Report

Retention Signal Selection: Considering Customer Personas And Lifecycle Phases

March 6th, 2020

Summary

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.

Want to read the full report?

This report is available for individual purchase ($1495).

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.