Customer Success: Get on Board or Get Left Behind

Ari Hoffman of Mindtouch

Why customer success is one of the fastest growing careers in the U.S.

You know the old expression about keeping existing customers being a much more efficient business model than finding new ones?

Well, it’s true, and that’s why the notion of “customer success” has become so important for marketers and business leaders.

Gainsight defines customer success as,the business methodology of ensuring customers achieve their desired outcomes while using your product or service.”

Basically, the idea is that the more valuable your product or service becomes to a customer, the less likely he is to abandon it for a competitor, or for nothing at all. And if your offering can help your customer be successful, you maximize your value by ensuring your customer utilizes it to its maximum benefit as fully and as widely as possible.

In this edition of This Week in Marketing, we talked with Ari Hoffman of Mindtouch about the importance of customer success.

Ari educated us on the reasons why customer success job descriptions are among the fastest growing in the U.S. Among these are “Google in your pocket” and “the subscription economy”.

Ari’s official title at Mindtouch is Customer Success Fanatic. Check out this show and you’ll agree, he’s the perfect man for the job!

This Week in Marketing, June 12, 2018: Customer Success: Get on Board or Get Left Behind

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