Trim Size: 6in x 9in  Mehta572763 c01.tex V1-04/03/2020 11:45pm Page 12 12 WhyCustomerSuccessBecameStandard ◾ This lower friction makes it easier for try-and-buy customers to say “Bye!” and leave—which means customers have more power and choice than ever before. And they choose to stay with vendors who deliver the outcomes and success they want. The only real question you have to address regarding implementing Customer Success–focused practices, then, is whether your business will react quickly enough to survive. And if you’re not motivated yet, let us try the carrot and the stick, because both apply in Customer Success. On the positive side, Customer Success creates a big opportunity for businesses in four dimensions: 1. OpportunityforPredictability:Traditional“one-timesale”business models were great in one respect in that you got the client’s money upfront. But on the other hand, you always had to find another client to win. The recurring nature of the Customer Success model means morestability in your business long-term. Because of that, shareholders  love subscription and cloud financials and value them at higher levels  than their comparable peers. 2. Opportunity for Growth: Companies today have more levers to pull for sales than prospecting cold leads. They can grow by actually deliver- ing on the vision they pitched in the sales cycle, which allows them to expandtheirexisting client relationships and attract new buyers through warm referrals from happy clients. 3. Opportunity for Innovation: Customer Success and the data you get from a deep client relationship allows you to grow your business like neverbefore. Perhaps you offer software for small business management, and you then realize that your clients also have a challenge accepting payments. With the intimacy of the Customer Success model, you are able to more rapidly launch new offerings for your clients. 4. Opportunity of Balance: Finally, we’ll argue throughout the book that companies that adopt the Customer Success model are just better. They balance the needs of all of their stakeholders— customers, teammates, community, shareholders—in a way that works for everyone. But if you’re not motivated by that, let’s look at the other side of the coin—the four risks of not investing in Customer Success: