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Infusing Customer Success into your executives’ DNA

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I came across this video about Adobe’s Customer Immersion Program that made me wonder what other approaches companies with customer success executives at the C-level are taking to really “bring the customer voice to the board”. It’s not enough to just have someone sit there and tell the other executives what’s going on, it’s always better to have them experience it.

If you want your customers to succeed, wouldn’t it be helpful to get the entire executive team on the same page? One of the execs from the video said of his experience: “It awakened me to the degree of complexity that exists for our customers. If we don’t make it easier for them, customers can’t make a decision at all and will go somewhere else.” There’s something about experiencing something for yourself to really be able to get into someone else’s shoes. You gotta earn that street cred.

While it’s less dramatic than an episode of Undercover Boss, the idea is still the same: get down to the nitty gritty and understand what’s going on at the frontlines. It can easy to just focus on the “problems”: how do we solve the friction that’s keeping them from finding the value we promised? What are our competitors doing differently? What else can we do to WOW them? Just as importantly, remember to factor in what’s working well for you and try to replicate those lessons.

Customer experience defines customer engagement, and customer engagement sets the stage for customer retention. What is your business doing to improve the customer experience?

Jill Rubin

Jill is a senior marketing and business development executive with experience leading successful teams in both large companies and startups. She has taken companies from early stage to strong revenue growth and propelled established businesses to industry leadership positions.

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