The Six Dimensions for Expanding Customer Engagement and TCV
By Philip Lay, Senior Advisor, The Chasm Group LLC Picture the following customer success story. In parallel, note the various dimensions in which the relationship between vendor and customer expands. Further down, I summarize the six possible dimensions in which you may be able to expand each of your major customer relationships and, accordingly, the annual contract value of each relationship. This specific story is about adoption of e-signature services by a prominent global organization, adapted from the vendor’s customer success page on its web site. From earlier field research, I have seen how proactive this vendor has been in deploying customer success resources in service to their major corporate customers. If only most Saas vendors were half as proactive in this pursuit! Land & Expand – Customer Success Story “The major business problem that Salesforce (the customer in this story) needed to address was the problem of scaling their business efficiently by closing more deals faster without increasing administrative or sales resources. Because many of its customer onboarding processes were manual, sales reps complained that up to 40% of their time was taken up by admin tasks including chasing document signatures by customers as well as Salesforce managers. The company eventually determined that