We've discussed the customer life cycle quite a bit, referring to the entirety of a customer's relationship with your company, from discovering your brand to purchasing a product or service, to using the product or service, to sharing about the experience and beyond. You should always be aware of that overall life cycle, along with all the people, processes and technologies that service customers at each touchpoint along the way.

#ICYMI - Topdown sponsored a free webinar on June 9, 2015, “Managing Customer Communications across the Entire Customer Journey,” featuring Forrester analysts Craig Le Clair and Ted Schadler, along with Topdown’s Director of Marketing, John Zimmerer. Learn what marketing, IT and line-of-business leaders can do today to improve your most critical customer journeys and increase customer lifetime value.

In the just-published Forrester Wave™: Web Content Management Systems, Q1 2015 report, analyst Ted Schadler discusses the role of web content management (WCM) systems in a customer journey. He lists the many tools and channels involved in managing customers' digital experiences in this graphic: