Model Overview Report

The Forrester Postsale Customer Lifecycle Framework

A Full View Of Postsale Triggers And Interactions To Aid The Customer Experience

August 18th, 2022
With contributors:
Barbara Winters , Lisa Nakano , Caroline Robertson , Alesia Garrett , Ellen Lind


B2B organizations must support postsale customer engagement systematically to retain customers, grow existing accounts, and create advocates. Before an organization can plan the detailed interactions that maximize value for the company and the customer, customer-facing functions must agree on what the customer expects and what the company must do, from early-stage onboarding through product usage, renewal, expansion, and advocacy. In this report, we outline the Forrester Postsale Customer Lifecycle Framework for B2B organizations, a high-level scaffolding for postsale engagement.

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