As both business buyers and consumers become increasingly empowered and markets rapidly evolve, companies must stay nimble, responsive, and effective. The Forrester Customer Lifecycle Framework helps companies move beyond intermittent transactions to sustained customer relationships. Vanguard companies use it to craft engagement strategies that meet customers’ needs and wants, thus advancing them on the path to customer obsession. This report shows how Forrester’s Customer Lifecycle Framework guides employees at all levels as they create and deliver messaging, content, services, and other offerings to best serve the customer at each phase from need to value.