Model Overview Report

The Forrester Customer Lifecycle For B2B Organizations

Calibrating Around The Customer To Create A Consistent Experience

April 14th, 2022
Amy Bills, VP, Principal Analyst
Amy Bills VP, Principal Analyst
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst
With contributors:
Amy Hayes , Barry Vasudevan , Paul Ferron , Katie Fabiszak , John Buten , Beth Caplow , Laura Ramos , Caroline Robertson , Lisa Nakano , Lori Wizdo

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 around the customer’s experience rather than the company’s own structure.

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