Customer Engagement Business Case and Measurement
Insights
Blog
Are You Rolling a Boulder Uphill? Make Sure Ops Supports Engagement
- Many organizations have an incomplete picture of their customer journey due to a disconnect between operational functions and customer-facing organizations
- Antiquated operational systems fail to support modern needs for customer-centricity and data-informed customer actions
- Organizations must develop a closed-loop system to connect operational functions and customer engagement, despite the related challenges
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What Value Reviews Have in Common With “Finding Nemo” (Sharks Not Included)
- Customers should be kept aware on an ongoing basis of the value they are attaining from an offering
- A regular value review cadence ensures an ongoing conversation with decision-makers
- Value reviews lay the groundwork for satisfaction, retention, growth and advocacy
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Answering the “Where Do We Start?” Question for Customer Engagement
- Organizations seek to improve growth and retention through refined customer engagement
- Knowing where to start and what to expect can be a daunting, even paralyzing, challenge
- Peer insight into what’s working and what failed can guide priorities and resourcing efforts
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Customer Lifecycle Management – Even the Uber Driver Gets It
- B2B organizations are starting to balance customer acquisition initiatives with post-sale customer engagement efforts
- Customer experience is THE key driver for buying decisions, which should make investment in the post-sale lifecycle a no-brainer
- There are three distinct steps B2B customer engagement leaders can take to get started on a strategy for solid post-sale customer engagement, loyalty and growth
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If You Give a Customer a Cookie
- SiriusDecisions has identified five actionable planning assumptions that will drive the agendas of customer engagement leaders in 2019
- Customer success, customer marketing and customer experience leaders are making significant progress toward adequate visibility and investment in existing customers
- Customer engagement practitioners must continue to improve the customer experience to support retention, loyalty, growth and advocacy
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The Customer Success Function’s Role on the Path to Value for Customers
- Delivering on value is a two-sided equation: anticipated outcomes and the customer’s success milestones
- Validating the customer’s definition of success is an essential first step in mapping out success milestones
- The customer success function plays a critical role in establishing these milestones and ensuring they’re monitored
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Lessons From the 2017 Customer Engagement Programs of the Year
- At the recent Summit, we presented three awards in the categories of channel engagement, customer marketing and customer experience
- SAP, Kronos and Oracle took home awards in recognition of their exceptional work over the past year
- Successful customer engagement strategies require taking a holistic look at the customer journey and what the organization must provide
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Customer Advocacy Platforms: Nine Questions to Ask
- Peer-to-peer selling is changing the dynamics of how to leverage customer advocates
- Customer advocacy management and reference platform tools have become invaluable to increase productivity and reach
- Customer advocacy management technologies help support important areas such as demand creation, retention and reputation management
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Finding Value in Marketing Automation
- A marketing automation platform (MAP), combined with process definition, should enable buyer engagement at scale
- Marketing must ensure that business value and ROI are achieved from the MAP investment
- MAPs must contribute to the efficiency and effectiveness of marketing programs
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Customer Lifetime Value: What You Don’t Know Can Hurt Your Growth (and Profits)
- Customer lifetime value is coming back into vogue with B2B companies – and this is a positive step
- A strategic view of LTV helps marketing, sales and other functions make smart investments both pre- and post-sale
- Account-based and customer marketers should use LTV to help direct efforts where they’ll have the best impact
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Understanding How Customer Advocacy Impacts Demand Creation
- When organizations understand where advocacy impacts demand creation, they can better justify advocacy investments
- First, assess where customer advocacy can support key demand creation processes
- Use the results of demand creation performance to make the business case for improving advocacy
Blog
Is It Time to Operationalize Customer Experience?
- Embracing a modern engagement strategy requires a focus on the post-sale customer lifecycle
- A customer-centric approach in the post-sale environment enables marketing teams to support customer usage and generate advocacy
- A strong engagement strategy helps move a satisfied customer from loyal to advocate more quickly
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Was Better Alignment Your Customer Experience Resolution?
- The customer marketing team is responsible for customer relationship nurture, messaging and enablement
- The customer success team executes strategies for increasing the value customers receive from products and services
- When these two functions work together to maximize customer engagement, great things happen
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Customer Intelligence Tech: Worth the Investment?
- Customer intelligence management solutions help B2B companies collect, analyze and respond to customer feedback
- The maturity of customer relationships helps determine the value of intelligence
- Information on customers often resides in silos across the enterprise and isn’t shared
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The Ins and Outs of Customer Intelligence Management
- Collecting customer feedback is imperative for B2B organizations
- Many organizations struggle with how to integrate this customer intelligence into processes
- Customer intelligence management solutions can help companies with this, so long as process are altered as well
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Which Customer Success Management Platform Is Right for You?
- Customer success management improves loyalty, retention and growth by helping customers derive maximum value from offerings
- Customer success management technology leverages automation and analytics to help accomplish these goals
- This technology market has accelerated due to the trend toward recurring revenue models and the emergence of SaaS solutions
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Open Letter to B2B CMOs: What You’re Not But Could Be Doing About Customer Experience
- The SiriusDecisions 2015 B2B Buyer Study showed that customer experience is the biggest driver of purchase decisions
- It’s bigger than “fit of the product for my needs” and bigger than price as a driver
- If marketing wants to improve its pipeline and revenue contribution, there are two clear options
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The Secret to Customer-Centricity
- You cannot be customer-centric without being customer-specific
- Without specificity, it be.comes hard to build personas and unique persona-based content strategy
- Becoming customer-specific means increasing discipline around targeting and segmentation with input from sales, marketing and product
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Using Your Login Page Can Boost Engagement and Advocacy
- B2B companies continue to strive for the best methods to.communicate with their customer base
- One often-underutilized channel for software-as-a-service (SaaS) companies is the login page
- When building a strategy for their login page, SaaS companies should consider six key factors
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Customer Success Management: What It Is and Why It Matters Now More Than Ever
- As more companies move to a cloud-based delivery model for products and services, the post-sale customer experience is critical
- The customer success organization ensures that when buyers become customers, they have a positive experience
- The customer success team also provides an early warning system for relationships that are in trouble