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SXSW 2017

Customer Differentiation in Competitive Markets

Business is becoming more, not less competitive. In order to remain relevant, businesses must continually adapt to changing market conditions to build and grow their businesses. While there are some high profile examples of Fortune 500 businesses using customer focused strategies, customer experience, user experience, and customer success as methodologies to grow their companies (Virgin Airlines, Zappos, Intuit, Apple, etc.), truly customer focused companies remain the exception in many markets. As customer expectations continue to grow and evolve, this represents an opportunity for businesses focused on growth to differentiate themselves from their competition!

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  1. What is Customer Success, Customer Support, Customer Experience, User Experience and how do they relate to each other?
  2. What are the advantages customer focused differentiation can provide in the marketplace?
  3. Why is customer focused differentiation successful and why does it sometimes fail?



Aruni Gunasegaram, Principal, Customer Concentric

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