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Competing for Customers: Why Delivering Business Outcomes is Critical in the Customer First Revolution

By Jeb Dasteel, Amir Hartman, Craig LeGrande

Published by Pearson FT Press

Published Date: Feb 11, 2016


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 

Table of Contents

Foreword     xiv
Introduction     1
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
Index     203