Model Overview Report

Build Useful Customer Personas That Expand Beyond The Buyer Level

Round Out Your Customer Understanding By Considering Four Types Of Attributes

February 29th, 2024
Lisa Nakano, null
Lisa Nakano


Many B2B organizations focus on personas at the buyer level but pull that focus back once buyers become customers. To guide a postsale experience that ensures customers attain value, renew or repurchase, grow, and are willing to share their story with others, B2B organizations must also understand postsale customer needs and habits. In this report, we explain how to gather attributes to design actionable customer personas.

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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.