Trends Report

Understand The Requirements Of The Customer Life Cycle For Applications And Data

Take A Strategic Approach To These Requirements For Greater Impact

September 2nd, 2011
MG
Mike Gilpin

Summary

The old concept of the marketing funnel has become passé, requiring firms to make a dramatic shift to focus on the full customer life cycle and customer relationship. To help enable the transition, application development and delivery professionals who deliver customer-facing software should understand the implications of this shift for their applications and data. The marketing funnel concept treated each customer interaction as part of a single buying or service process with a start and finish, failing to integrate all interactions into a longer-term relationship. Leading firms place the customer at the center of sales and marketing strategy, with all customer touchpoints working in concert to nurture that relationship. Application delivery leaders must help their business colleagues break out of their silos and integrate the processes and data required to support the full customer life cycle.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.