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Business-to-business customer expectations have changed. To survive—and thrive—in today’s economy, where customers are constantly reevaluating their purchases and looking at options never available before, you need to deliver business outcomes, not features and functionality.
Suddenly, your “sale” is no longer a one-time event: it’s a relationship that demands continuous care and nurturing. You need to constantly deliver, measure, and demonstrate the value you create for your customers.
Like it or not, it’s your job to make sure your customers succeed—and keep on succeeding—with what you’ve sold them. That job has a name: “Customer Success.”
Delivering customer success means radically changing the way you engage with customers—from sales, to marketing, to engineering and support. This book gives you a complete framework for doing just that. Step by step, you’ll learn how to make sure your customers are achieving business outcomes from your offerings…now, next year, and for years to come.
Embed customer success in your organizational DNA, in 3 steps:
Listen: Truly understand what it means for your customers to succeed with your offerings
Engage: Start a productive dialogue, collaborate to solve problems, and promote awareness of the value you create
Ensure: Innovate to deliver on your promises, prove it to the customer, and build retention
Chapter 1: Two Meta Trends Shaping the Competition 9
Chapter 2: Making the Case for Customer Success 25
Chapter 3: Listen 43
Chapter 4: Telogis Listens for Success 61
Chapter 5: Engage 69
Chapter 6: Cisco: Engaging Customers to Deliver Business Outcomes 93
Chapter 7: Ensure 103
Chapter 8: How GE Power Fuels Growth by Delivering Outcomes 119
Chapter 9: How Rockwell Automation Measures Success 129
Chapter 10: Creating a Blueprint for Customer Success 137
Chapter 11: How Oracle Focuses on Customer Success 163
Chapter 12: The Journey to Customer Success 183