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

5. Engage

“It is so much easier to be nice, to be respectful, to put yourself in your customers’ shoes and try to understand how you might help them before they ask for help, than it is to try to mend a broken customer relationship.”

–Mark Cuban

As we discussed in Chapter 3, “Listen,” setting up listening posts to capture, analyze, and act on customer feedback helps create a strong foundation for ensuring customer success. In this chapter we focus on how you can leverage the insights and opportunities gleaned from careful listening to engage with customers in creative new ways and deliver better business outcomes. Our belief is that to succeed in the Subscription Economy—and fulfill next-generation customer expectations—you will need to fundamentally ...