Customer outcomes: Chief Customer Officer study

The B2B customer experience is changing, and B2B companies are beginning to rely on their technology solution providers to help them maximize business outcomes.

The new emphasis on B2B company customer experience is driven by three trends:

• The emergence of B2B customers who are increasingly making and/or influencing buying decisions.
• Fast-changing business models as B2B companies shift to the cloud and subscription models.
• Shrinking product differentiation as B2B companies find it increasingly difficult to evaluate solution providers on product features alone. In response, solution providers are shifting from simply maximizing sales to supporting B2B companies in maximizing business outcomes.

In this study, we interviewed more than 40 B2B technology company chief customer officers (CCOs) or equivalents to understand how they are navigating this transformation. While 88% of companies largely agree that customer outcomes is the next business model evolution for B2B technology companies, only 15% of them strongly agree that they have the right level of maturity to drive customer outcomes.

Solution providers should prioritize three considerations to enhance customer outcomes.

1. Orient service functions toward driving customer outcomes, ensuring the right leadership and incentives are in place to create cross-functional alignment.
2. Redefine value, focusing on value delivered to the customer rather than value derived from the customer.
3. Scale for growth, focusing on “productizing” a full portfolio of service offerings and expanding reach through partners and digital capabilities.

Get in touch

			Marybeth D’Souza Principal Software GTM & Customer Success Deloitte Consulting LLP +1 317 442 4114 mardsouza@deloitte.com				Gopal Srinivasan Principal Customer Outcomes Offering Lead Deloitte Consulting LLP +1 650 720 5175 gosrinivasan@deloitte.com
			Rohan Gupta Senior Manager Deloitte consulting LLP +1 646 455 9632 rohagupta@deloitte.com				Aftab Khanna Senior Manager Deloitte Consulting LLP +1 415 260 0236 afkhanna@deloitte.com