Summary
The Forrester Customer Lifecycle Assessment Tool supports a structured approach to scoring the phases of the customer lifecycle from two perspectives: company responsibility and customer experience. The assessment allows organizations to specify the importance and current capability level of elements within every phase of the customer lifecycle — deliver /initiate, develop/participate, retain/actualize, and grow/advocate. Users can view the results of their assessment in a color-coded graphic that allows for easy identification of gaps between importance and capability and, ultimately, where the organization should focus its efforts.
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