Why Marketing Needs To Get Serious About Customer Success

Making Customer Success Part of Your DNA

The difficult truth is that your customers don’t care about your innovation or your products; they care only about the result you can help them achieve. So while many companies believe they’re focused on their customers’ success, they’re really focused on their own success.
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We are without a doubt living in the age of the customer. Today’s customers have more control of the procurement process and are more demanding and knowledgeable than ever. They are being given greater responsibilities, and are more aware of how their purchasing decisions affect their organization’s bottom line.
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The New "As Needed" Economy

The Value of Customer Success

Whether you realize it or not, everything about how you sell to customers is changing; everything about how you market to them must be rethought; and everything about how you keep customers loyal needs a fresh look. The rise of the "as-needed" economy is having a profound impact on companies of all sizes and industries.
Unlike a house, when it comes to business solutions, why own when you can rent? That's the sentiment of more and more businesses these days when it comes to acquiring everything from the software that runs your company to the boost in power you need from your wind farm. We believe this shift in mindset and buying habits represents nothing short of a sea change in the structure of the modern economy and we rank it alongside the Customer First Revolution as one of the two mega trends businesses must come to grips with in the coming decade.
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Two Meta Trends Shaping the Competition

Time for a New Customer-Centric Strategy

Though it may seem like an old-school truism, it has taken businesses quite a long time to realize the importance of “putting customers first.” But they are starting to finally get it. Indeed, as we’ll explain shortly, they may have no other choice if they expect to survive the onslaught of two “meta trends” we describe in this chapter. Over the years a lot of companies have spent significant sums in their effort to understand their customers.
In the business-to-consumer (B2C) sector, enterprises have long cultivated the “customer is king” mindset and have built business success around it. When it comes to the business-to-business (B2B) world, however, many organizations have demonstrated selective hearing with regard to this important message.

Navigating the Journey to Customer Success

Can Successful Customers Make Your Company Crisis-Proof?

We’re constantly evolving—figuring out what works and what doesn’t to become better versions of ourselves. Just as we evolve, so must our businesses and how we run them. At Oracle, our customers have always been the center of our business. However, as business models and requirements continue to evolve, we too understand the need to rethink the way that we serve our customers.
There are many things that can undermine business performance: poor management, the economy, bad public relations (PR), and more. But can customers, or more importantly, satisfied customers, make your company crisis-proof?

How Telogis Overhauled its Business

How Rockwell Automation Measures Success

Telogis leads a pack of companies that are reinventing the way businesses move materials, services, and products from point A to point B. By harnessing breakthrough technologies such as the Internet of Things, big data, and cloud computing, Telogis is revolutionizing how companies manage mobile assets—everything from truck fleets to heavy equipment—and the workforces that operate them.
Rockwell Automation may have been born in the age of the Model T, but it has grown and prospered in the age of the Tesla. The Milwaukee-based industrial automation company pioneered many of the key technologies that have powered the industrial age, introducing—in 1904—one of the world’s first motor controllers for industrial cranes. In the century that followed, Rockwell launched thousands of electromechanical products, from the rheostats inside radios to the programmable logic controllers that orchestrate the world’s assembly lines.

B2B Vendors Might Be Misjudging Their Customer Success Efforts

Becoming a Customer Success Leader

“The first responsibility of a leader is to define reality. The last is to say thank you. In between, the leader is a servant.” This quote comes from Max De Pree, the former CEO of Herman Miller, an office furniture company. I believe Mr. De Pree was speaking about leadership generically, but his quote couldn’t ring more true than in reference to customer success.
As part of the research for our best-selling book Competing for Customers, nearly 100 sales executives were surveyed in industries ranging from high technology to manufacturing. Across the board, these B2B executives painted a very positive picture of how they’re helping customers succeed.

Activating Executive Commitment to CX

Oracle's CCO on Being a Trusted Advisor

Business leaders and analysts love to pontificate about how and why business, along with customer expectations, is changing so quickly. Look back just a few years, they point out, and you’ll be amazed at how forces like technology, socioeconomics, disintermediation, and globalization have coalesced to alter our world with such stunning speed and intensity.
At one point or another, we all experience fear of the unknown, especially in the world of business. Research shows that business leaders often struggle to embrace change, risking the chance of falling behind. As more organizations embark on customer success transformation, CX teams struggle to obtain commitment and involvement from senior executives. How can customer experience teams effectively secure and retain executive commitment?