Customer functions are comprised of service, support, success, and experience competencies. Executives don’t have clarity around the differences and aren’t intentional in building the right mix for their business.

Most companies have ill-fitting structures in their customer teams resulting in poor execution. Customer professionals over-emphasize a singular competency instead of developing a custom-fit approach.

Customer teams don’t deliver value-add engagements and actionable business intelligence. These teams are reactive, outsourced, complaint departments, defending budgets and staffing with vanity metrics.

The operating cost of customer functions is too high, slow to innovate, and falling behind. Massive budgets for CRMs, with a focus on process, not outcomes, has grossly inflated spend, but not ROI.