The article emphasizes the disconnect between customer expectations and the promises made by businesses, particularly in the B2B SaaS sector. Many customers feel misled by overly ambitious marketing that does not deliver on its promises. Key indicators of this misalignment include low contract renewals and negative customer experiences. It argues that this gap isn't purely a customer success issue but fundamentally a marketing failure, as the narrative created for customer acquisition directly affects retention and satisfaction.
I've got the "double-shame" of falling for multiple coaching scams. They always hype with big results, but when they try to "enroll me into their super fantastic supreme wigwam of wisdom," I fire them.
At some point, they hit a moment of truth, weighing three things: What they needed. What your marketing and sales promised. What they actually got.
When the customer experience doesn't align with the promises made, the story breaks, leading to lost contracts and a damaged reputation.
This isn't a customer success issue. It's a marketing issue. The story you craft to get customers in the door sets the foundation for their entire experience.
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