Overview

Challenges

The technology industry is evolving towards more customer-centric technology organizations, and with that comes the necessity of assisting customers throughout their entire engagement lifecycle. As technology-as-a-service models gain traction, companies must shift their emphasis from merely acquiring new customers to effectively supporting their adoption, expansion, and renewal processes to foster loyalty and drive growth. This report acts as a starting point for companies looking to make this shift.

Summary

The report examines how more mature customer lifecycle operating models support stronger customer lifecycle management across the full customer engagement journey. As technology-as-a-service models expand, organizations must move beyond customer acquisition to better support adoption, expansion, and renewal in order to improve loyalty, business outcomes, and long-term growth.

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Included in the full report

Customer-Centric Approach:

There is a growing necessity for companies to focus on customer success and actively support them through the entire technology adoption life cycle rather than just during the sales phase.

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The Customer Lifecycle Phases:

Businesses should be mindful of the four distinct objectives within the customer lifecycle: Land, Adopt, Expand, and Renew, as each phase affects overall customer success and loyalty.

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Mapping Provider and Customer Perspectives:

Transitioning from a provider-centric to a customer-centric viewpoint is essential. Effective communication and alignment with customer outcomes are crucial.

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Investment in Critical Capabilities:

Companies need to upgrade their internal processes and capabilities in customer onboarding, value engineering, and analytics to enhance customer adoption and expansion.

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Emerging Best Practices:

The report offers emerging best practices and case studies to help businesses evolve their approaches to customer engagement and optimize their service delivery strategies.

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Publication date:

May 1, 2017

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