How To Unlock Growth Through Enhanced Customer Retention

Prove Value So That Growth Becomes Inevitable

Whether or not you have a distinct function called customer success, some part of your company must be responsible for ensuring that what customers signed up to get is going to give them value for their business so that they then will continue to pay you for that value and more.

The problem today is less with the “what” and more about the “how.” Common questions we hear today are “How do we scale CS efficiently?” “How should we measure CS’s impact on the business?” and “How do we justify further investment?”

Is My Strategy Setting My Customers Up To Succeed?

Of course, the answer to questions about strategy will depend on where you are and how you are doing. At Forrester, we believe that a successful CS strategy has six main components:

1. Purpose or charter. Is CS’s role to manage the account, resolve issues, and advocate internally? Or are you helping customers achieve their goals through a differentiated customer experience that drives retention, growth, and advocacy?
2. Alignment. To what degree does CS work in a highly collaborative manner — and share metrics — with all customer-facing teams to help ensure that customers achieve their goals?
3. Performance metrics. How does CS show that it improves customers’ business outcomes — through periodic reviews and success plans or by continuously reporting on and managing results through a digital experience personalized to each account?
4. Technology and data. Do your data and technology practices increase CS productivity and enhance insights? Or are you also creating a distinctive digital experience that supports a seamless journey and enhances their realized value?
5. Customer lifecycle management. Do you actively work to define your customers’ journeys and ensure that they reflect the key milestones they must achieve to adopt your offering successfully and shorten time to value? Is the ultimate stage of that journey an activated advocate who differentiates your brand?
6. Budget and capacity. To what extent is CS run as a self-funded P&L? Does it use a tiered coverage model with pricing that ranges from free to customer-funded? Is the business case for budgets based on a multiyear cost-benefit analysis that includes provisions for risk and future expansion/flexibility?

Conclusion

Enhancing customer retention should be a top priority on every B2B firm’s 2025 goal list. By proving value and setting your customers up for success, you can unlock growth and ensure long-term success.

FAQs

• How do I scale customer success efficiently?
• How do I measure the impact of customer success on my business?
• How do I justify further investment in customer success?
• What are the key components of a successful customer success strategy?
• How do I ensure that my customer success strategy is aligned with my overall business goals?

Register to attend Forrester B2B Summit North America from March 31– April 3 in Phoenix or online to learn more about CS strategy.

The Rise of Converged Threats

From ransomware campaigns that shut down building access systems, to IoT vulnerabilities that bridge physical and digital entry points, organizations are dealing with the reality that treating physical and cyber security as separate disciplines leaves dangerous gaps. That’s a core theme threading through ISC West 2025’s expanded educational tracks, keynote lineups, and panel sessions.

Identity as the New Security Perimeter

A major theme emerging from ISC West is the redefinition of "perimeter." In a world where physical and digital access points are increasingly interwoven, identity becomes the critical link. Gill believes the convergence of physical and cybersecurity is being driven by the need to secure identity, context, and intent—not just assets.

Cultural Hurdles and Strategic Shifts

But while the technology is advancing rapidly, many organizations still struggle with cultural inertia.

ISC West: The Industry’s New Convergence Hub

To support this vision, ISC West has expanded its cybersecurity and connected IoT pavilion, introduced a cyber hub sponsored by ZeroFox, and integrated RSA-curated educational tracks. Shaughnessy told me the SIA New Products and Solutions Showcase will highlight over 100 debut technologies—many blurring the line between physical and cyber applications.

Conclusion

As the attack surface grows more complex, ISC West is rising to meet the moment by reshaping how the industry thinks about defense. Threats don’t respect borders, so security can’t either. The future is converged—and it’s already underway.

FAQs

Q: What is the convergence of physical and cyber security?
A: The convergence of physical and cyber security refers to the merging of the two previously separate worlds of physical security (managing gates, guards, and surveillance systems) and cybersecurity (handling firewalls, malware, and identity threats).

Q: Why is convergence important?
A: Convergence is important because it allows organizations to address the increasingly interconnected threats that were previously handled separately.

Q: What are some key takeaways from ISC West 2025?
A: Some key takeaways from ISC West 2025 include the need for a unified approach to security, the importance of identity in securing access points, and the need for AI and machine learning to optimize security strategies.

As technology advances and the world becomes increasingly digital, the lines between work and personal life continue to blur. The rise of remote work, social media, and 24/7 connectivity has led to an epidemic of burnout, anxiety, and depression. However, there is a growing recognition of the importance of self-care in the digital age, and companies are starting to take notice.

The Rise of Burnout and Mental Health Concerns

With the rapid pace of technology and the constant demands of work, it’s no wonder that many individuals are experiencing burnout and mental health concerns. Long hours, endless emails, and the pressure to be constantly connected can take a toll on both physical and mental health. According to the World Health Organization (WHO), an estimated 300 million people worldwide suffer from depression, while 200 million people suffer from anxiety disorders.

The Impact on Productivity and Employee Engagement

When employees are struggling with burnout and mental health concerns, it can have a significant impact on productivity and employee engagement. According to a study by Gallup, 63% of employees are not engaged at work, and 43% are actively disengaged. This can lead to decreased job satisfaction, reduced efficiency, and increased turnover rates. By prioritizing employee wellbeing, companies can improve morale, boost productivity, and increase job satisfaction.

How Companies are Prioritizing Employee Wellbeing

So, what are companies doing to prioritize employee wellbeing and combat the rise of burnout and mental health concerns? Here are a few examples:

Flexible Work Arrangements

Many companies are offering flexible work arrangements, such as telecommuting, compressed workweeks, and flexible hours, to help employees better balance their work and personal life.

Mental Health Resources

Companies are also providing mental health resources, such as employee assistance programs (EAPs), mental health days, and access to mental health professionals, to help employees cope with stress and anxiety.

Wellness Initiatives

Some companies are even launching wellness initiatives, such as fitness classes, meditation sessions, and healthy snack programs, to promote overall wellbeing and reduce stress.

Conclusion

In conclusion, the importance of self-care in the digital age cannot be overstated. As technology continues to advance and the world becomes increasingly digital, it’s crucial for companies to prioritize employee wellbeing and provide the necessary resources and support to help employees thrive. By doing so, companies can improve morale, boost productivity, and increase job satisfaction, ultimately leading to a more productive and successful workforce.

FAQs

• What is burnout? Burnout is a state of emotional, mental, and physical exhaustion caused by prolonged stress, overwork, and lack of balance in life.
• What are some common signs of burnout? Common signs of burnout include chronic fatigue, decreased motivation, increased irritability, and decreased job satisfaction.
• How can I prioritize my own self-care? Prioritizing self-care can be as simple as taking a few minutes each day to breathe deeply, practicing gratitude, or setting aside time for relaxation and rejuvenation.
• What are some resources available to help me cope with stress and anxiety? There are many resources available, including employee assistance programs (EAPs), mental health professionals, and online resources such as mental health apps and online support groups.