Chart Your Course Report

The Perspective Problem In The Customer Lifecycle

Your Company Undermines Profits By Misprioritizing Lifecycle Phases — Help It Stop

August 28th, 2017
With contributors:
Brandon Purcell , Emily Collins , Harley Manning , Faith Adams , Gabriella Zoia


The classic customer lifecycle diagram is useful but gives equal weight to every phase — which does not reflect reality. And many companies ignore whether any phase is more important than any other, mistakenly prioritizing the prepurchase phases (discover, explore, and buy), while most of their customers care far more about what happens afterward (the use, ask, and engage phases). This short report examines why this is a business mistake and explains how customer experience (CX) professionals should recast the customer lifecycle to help align investment with strategy.

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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.