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以客户为中心的数字化转型
Making customer success integral to the new organization
使客户成功成为新组织的一部分
How can an organization keep customers—rather than technology—at the center of a transformation effort? This article, fifth in a series, explores the benefits of developing a proactive customer success capability.
一个组织如何才能将客户而不是技术作为转型工作的中心？本文是系列文章中的第五篇，探讨了开发主动客户成功能力的好处。
The customer success function and mindset
客户成功的功能和心态
YES, technological advances are driving fundamental market shifts and a new wave of digital-driven disruption. But customers—increasingly seeking always-on, performance-based, and integrated solutions—may be an even greater catalyst.
是的，技术进步正在推动市场的根本性转变和新一轮数字驱动的颠覆。但是，越来越多的客户寻求始终基于性能的集成解决方案，这可能是一个更大的催化剂。
Indeed, customer expectations and demands are creating critical challenges—as well as opportunities—for employees across sales, services, support, and product functions. To successfully ride this wave of change, companies need to continuously evaluate how digital disruption is changing customer behavior, rethink their customer engagement model to leverage disruptive technologies, and redesign employees’ roles to form customer success (CS) capability that maximizes value for customers and enables an enhanced experience for them.
事实上，客户的期望和需求正在为销售、服务、支持和产品职能部门的员工带来重大挑战和机遇。为了成功地驾驭这股变革浪潮，公司需要不断评估数字化颠覆是如何改变客户行为的，重新思考其客户参与模式以利用颠覆性技术，重新设计员工的角色，形成客户成功（CS）的能力，最大限度地为客户提供价值，并为他们提供增强的经验。
Customer success is the proactive orchestration of a customer’s journey that maximizes the value for the end customer across the life cycle.
客户成功是客户的旅程的积极编排，在整个生命周期中为终端客户最大化价值。
In short, we believe that organizations must make customers central to digital transformation and activate the virtuous cycle. Figure 2 illustrates how building a customer-centric organization ties into our overall digital transformation framework.
简言之，我们认为组织必须使客户成为数字化转型的核心，并激活良性循环。图2说明了如何将以客户为中心的组织构建到我们的总体数字转换框架中。
DI_TMT-customer-success.pdf
(1.61 MB, 需要: 5 个论坛币)
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