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In the wake of technological advances, the definition of customer lifecycle has shifted from the perspective of the seller to that of the customer. At one time, customer lifecycle models took a seller-centric perspective which split the pre-sales phase of the customer’s journey from the post-sales phase. In today’s cloud-based environment, SaaS business models have increased awareness of how the pre-sales and post-sales phases form a unified experience from the customer’s perspective."
In this new holistic view, the unified customer lifecycle can be conceived as fluid, which includes a self-sustaining series of phases: