LAER Explained: A New Customer Engagement Model for a New Business Era

Posted by Thomas Lah on 10/17/17 9:14 AM

The act of selling technology has undergone a radical change. Purchases are no longer the large up-front investments they once were, but are instead made up of lower cost subscriptions and value-add services. As a result, the features and function of the technology are now less important when compared to the business outcome achieved by using the technology. In this new era of technology-as-a-service (XaaS), the ability to successfully deliver customer outcomes, keep customers on your platform, and get them to spend more money over time will be what determines your company’s profitability and success. 

In order to thrive in this changing marketplace, TSIA believes that today’s technology providers need to shift their focus from selling more assets to growing customers successfully. To aid in this transition, TSIA has developed the supplier view of a customer engagement model called LAER (pronounced “layer”). While we have discussed this in blogs, TSW conferences, and the new Technology-as-a-Service Playbook, here are the basics of LAER explained and its impact to the customer-supplier relationship.

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Topics: XaaS (x-as-a-service), customer-supplier relationship, customer adoption, customer outcomes, expand selling, LAER, customer engagement, Technology-as-a-Service Playbook

3 Key Benefits of Customer Advisory Boards for Services Professionals

Posted by Rob Jensen on 3/8/16 7:30 AM

As a technology services professional, you may already be aware of the value of customer advisory boards (CABs), and how they are ideal for validating corporate strategies, collecting input for product development, and deepening relationships with key customers. But what you might not know is the role CABs are playing in helping tech providers refine and expand their services offerings, grow adoption and consumption of services, and increase services revenue. 

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Topics: customer-supplier relationship, service revenue, customer advisory board

3 Tips for a Successful Professional Services Organization: Part 2

Posted by Bo Di Muccio on 9/25/15 6:30 AM

In my previous post in this three-part blog series, I talked about how the state of the industry is affecting professional services and outlined the three capabilities professional services organizations (PSOs) need to develop in order to stay ahead, starting with new offer development. In this post, I will go over the next capability on the list and why it’s so crucial to the future success of a PSO: adoption playbook. 

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Topics: adoption services, customer-supplier relationship, professional services, customer adoption, professional services organization (PSO), Tips for a Successful PSO

B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship

Posted by Technology Services Industry Association on 9/4/15 8:00 AM

With the rise in popularity of cloud-based business models, many technology companies are feeling increasing pressure to transform their businesses to focus less on products and more on services. Fortunately, you don’t need to replace your traditional product-based business model entirely, but instead, find ways to add profitable “as-a-service” offers into the mix. In the book B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship, you’ll be taken through a narrative of how shifts in the industry are leading to a simple yet crucial conclusion: while the product B2B model was designed to sell things to customers, the new B4B model is about delivering outcomes for customers.“

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Topics: XaaS (x-as-a-service), B4B, big data, customer-supplier relationship, B2B

3 Ways to Increase Service Revenue with Total Customer Focus

Posted by Paul Hesselschwerdt on 7/28/15 6:30 AM

Increasing revenue and profit with your service organization requires your people to shift their thinking and behavior in three fundamental ways: be proactive, get to real needs, and reach balanced outcomes.

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Topics: customer-supplier relationship

[Infographic] 5 Signs You're Creating Customers for Life

Posted by James Huddleston on 10/7/14 6:30 AM

Congratulations! Through blood, sweat, and maybe even a few tears, you’ve acquired a new customer. Chances are, you’ve invested a good amount of time and money to do so. What you may not realize is that on average, it takes just over three years to recoup the initial cost to acquire and get to profitability with that customer.

With this in mind, you’ll want to make sure you take good care of that customer, nurture the relationship and demonstrate your ongoing value. By developing an effective Customer Lifecycle Management strategy, you will create happy and loyal customers, accelerate your time to profitability, and reap the high revenue potential from your install base.

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Topics: customer-supplier relationship, customer retention, infographic

What Is Really Happening to the B2B Tech Industry? It's a Movement We Call B4B. And Here’s Why You Need to Be a Part of It.

Posted by Suzanne Hite on 2/12/14 4:40 PM

With the introduction of the new B4B model, there’s never been a more promising time to be in tech services. Find out why you need to be a part of the B4B movement. 

You've likely heard the buzz about B4B, or business for business. Since the new model was introduced by TSIA last fall, it has taken off like wildfire, sparking dialog in C-suites in tech companies around the globe. In case you haven't had a chance to read the book based on the concept―B4B: How Technology and Big Data Are Reinventing the Customer-Supplier Relationship, by tech industry pundits J.B. Wood, Thomas Lah, and Todd Hewlin―we've encapsulated the main concepts in a short five-minute video. It’s a video that will change your organization’s future. 

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Topics: B4B, big data, customer-supplier relationship, technology services, customer outcomes

The Data Handshake—A New Twist on Sharing Information

Posted by Todd Hewlin on 10/16/13 10:45 AM

“The data handshake represents a set of mutual agreements between a supplier and its customers for data sharing, monitoring, and usage intervention with either employees or machines.”

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Topics: customer success, B4B, big data, customer-supplier relationship, customer outcomes


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