Vision Report

The Forrester Customer Lifecycle For B2B Organizations

Calibrating Around The Customer To Create A Consistent Experience

 and  nine contributors
Jul 03, 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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