Trends Report

The Forrester Customer Lifecycle Framework

Calibrate Engagement To The Customer And Accelerate Your Pivot To Customer Obsession

June 21st, 2022
Lori Wizdo, null
Lori Wizdo
With contributors:
Rick Parrish , Shar VanBoskirk , Melissa Parrish , Lisa Nakano , Caroline Robertson , Kaitlyn Coalson , Drew Zalucky


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.

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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.