Vision Report

The Forrester Customer Lifecycle For B2B Organizations

Calibrating Around The Customer To Create A Consistent Experience

July 3rd, 2024

Summary

Many B2B organizations treat the presale buyer’s journey and postsale customer lifecycle as disconnected experiences. In doing so, these organizations compromise their ability to create a resonant, connected, and intuitive experience that lays the groundwork for retention, growth, efficiency, and customer advocacy. Treating the pre- and postsale customer lifecycle as a continuum enables organizations to calibrate their approach around the customer’s experience rather than the company’s own structure.

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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.