Customer Education: Tech’s missing growth engine
The technology market has never been more crowded. Every category, whether it’s cloud infrastructure, cybersecurity or enterprise software, is awash with vendors competing hard and pushing for growth.
At the same time, however, customers are operating under tighter budgets and higher expectations around return on investment.
From a sales perspective, it’s an environment where tech companies can no longer rely on passive enablement.
The challenge for many, however, is that they are still overlooking one of the most effective routes to retention and expansion: customer education.
Recognizing customer-centric fundamentals
For many modern businesses, being ‘customer-centric’ is fundamental to how they operate. Whether it’s a high-level brand promise or is deeply embedded within organizational culture, the idea that customers sit at the center of business strategy has become a widely accepted principle.
A 2023 study, for example, found that, on average, references to customer-centricity appeared on a third of the annual...
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