Why we exist

1. CustomerOS is a full-lifecycle CRM for customer-obsessed teams.

2. We serve the customer-obsessed, the ones who relentlessly deliver, putting our customers at the heart of everything we do because we know that their success is our success.

3. We believe technology is driving a new and different future, demanding radical changes in how we do business.

Today’s SaaS landscape is more competitive than ever. The rise of cloud computing, availability of venture capital, and now AI are driving down the cost of starting a SaaS business. There are hardly any barriers to entry anymore, and as a result, there’s a SaaS (or two) for everything.

At the same time, SaaS is no longer the only game in town. Ten years ago, companies purchased SaaS because they didn’t have the software engineers to build anything. Now engineering talent is ubiquitous. Couple this with the rise of viable Open Source alternatives and build vs. buy is once more a real conversation.

The rise of AI will only lead to the further commoditization of SaaS. Most software today centers around workflows, not outcomes. Workflows are nothing more than rules–rules that can be fed to AI and customized to specific needs. It’s not hard to imagine a world where we’re able to use an AI model to build our own custom-tailored Salesforce clone.

Let’s be clear—adding AI to your product is a necessity, but it’s not a differentiator. The Age of AI will bring more competitive markets and a renewed focus on the only differentiator that’s ever mattered—our ability to deliver customer outcomes at scale.

4. We believe the future belongs to silo-free, collaborative, customer-centric companies.

Today’s SaaS tools were forged in the era of demand funnels, linear customer journeys, and siloed data. But we now know that a rigid, one-size-fits-all approach to interacting with our customers doesn’t work. The B2B buying journey is anything but linear. We’re seeing Success and Delivery teams inserted into sales conversations. Marketing, which used to be an acquisition function, is now playing a bigger role in the in-life customer experience.

SaaS is a team sport, requiring cross-functional collaboration at every stage of the customer journey. Yet when it comes to the tools we use and the data we have access to, we’re still working in silos. Per-seat pricing models have unintentionally created a culture of knowledge hoarders and process devotees at the expense of collaboration, knowledge sharing, and transparency.

SaaS was supposed to liberate us from the chains of legacy systems.
Instead, all we got was Silos-as-a-Service.

5. We believe that customer-centric tools are required to shape a customer-obsessed culture.

How we work defines who we are. When we spend all day working in our siloed SaaS tools, we lose sight of objective #1 – driving outcomes for our customers. How do we know we’re prioritizing the right things instead of what’s “urgent”? How do we know what we’re working on is moving our customer closer to their desired outcome? The short answer is, we don’t. At least not at scale.

If we’re serious about building a customer-obsessed culture, we need a new breed of customer-centric tools that help us monitor and track our progress towards customer outcomes. These tools must be collaborative and inclusive, and allow for information to freely flow across the business in real-time to whoever needs it. And the entire customer journey needs to be visible to everyone at all times, from marketing to sales to support.

6. We believe AI should elevate, not replace, the human experience.

In a competitive SaaS environment, it’s more expensive to acquire customers. This has a direct impact on growth and profitability. The natural inclination is to look for ways to standardize, streamline, and create efficiencies. But we need to ensure this doesn’t come at the expense of customer outcomes.

Our most expensive touchpoints are when we deploy humans to interact with customers. It’s also our most lucrative.

All too often, in an effort to drive down costs, humans are being replaced with AI which lacks the context and creativity to ensure your customer is getting what they need. This only works in low-value interactions where the risk of getting it wrong is low and there’s minimal value for differentiation. In other words, the best use of AI is to automate the mundane, and deliver analysis and insights to our highly skilled humans who can then focus on what humans do best–creatively solve problems.

7. We believe that business success starts with customer outcomes.

The only predictor of sustainable revenue growth is how well we’ve been able to deliver on our customers’ desired outcomes. It’s the only thing that matters that’s directly within our control. Thus, it’s our unwavering commitment to delivering outcomes that separates us from the rest. This commitment starts from the second they hear about our Brand or engage with our content and continues until we’ve fully maximized the value we’re able to deliver.

We believe that empathy, innovation, and customer outcomes are uniquely human traits. They’re also the only durable source of competitive advantage.

At CustomerOS, these are the principles we live by when designing and building our tools.

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