Summary
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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