Case Study

SAP: Mapping The Customer Journey To Drive Customer Success Transformation Through Partners

January 1st, 2018
Kathy Contreras, VP, Principal Analyst
Kathy Contreras VP, Principal Analyst

Summary

Despite growing recognition of the importance of customer engagement and the understanding that customer experience drives B2B buying decisions, firms often overlook the role of channel partners in the post-sales customer lifecycle. Customer engagement is a critical competency for suppliers and partners, but few partners focus on retention and growth for existing customers, expecting suppliers to define the post-sale customer lifecycle and provide supporting programs and resources. This report shows how SAP developed and executed a customer success program to align customer lifecycle goals and activities and enable partners to transform their post-sale customer engagement strategies.

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