Gartner Research

Understand Gartner's Customer Life Cycle Model to Drive Business Growth

Published: 27 January 2017

ID: G00319304

Analyst(s): Hank Barnes , Jenny Sussin


In order to build a better customer experience — which results in customer satisfaction, retention and loyalty — application leaders must understand Gartner's new customer life cycle model and its subcycles, activity streams and underlying elements.

Table Of Contents
  • Key Challenges



  • Recognize That Customers Are in Control of Their Movement to a Buying or Owning Subcycle
    • Understand the Three Triggers That Drive Business Forward
  • Use Activity Streams to Demonstrate the Fluidity of Customer Ownership
  • Highlight Abandonment Paths to Reinforce Customer Satisfaction
  • Offer Positive Customer Experiences to Create Customer Advocates
  • Factor In Elements Outside of the Graphical Model to Drive Growth

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