Balance Client-Centricity with Profitability in 2024. Here’s How.

Organizations serious about customer-centricity see higher revenue, better employee engagement, and more satisfied, long-term customers.

Software profitability

Over the last year, businesses have had to operate under incredible market uncertainty. The combination of inflationary pressures combined with global events continues to impact businesses from supply chain shocks to budget cuts and layoffs. Cybersecurity threats continue to evolve, reaching new heights in frequency and sophistication.

On the other hand, the introduction of artificial intelligence (AI) and generative AI (genAI) brings both promise and risk, leaving companies to navigate new paths without a map or directions. Needless to say, it’s likely you and your customers are dealing with a variety of unprecedented challenges.

Yet, opportunities for growth and stability exist in the turmoil, as we’ve seen through the last few years. Organizations focused solely on driving revenue often miss the forest for the trees, privileging product over customers to their own detriment. By coming back to the customer, everyone has a chance to engage in an authentic and purposeful way. By emphasizing unwavering commitments to security, transparency, and your unique value, you can highlight how this dedication sets you apart. By putting your customers’ needs at the center of your relationship, you can create lasting connections that serve as the lynchpin for long-term success.

Customer centricity involves adopting a mindset that:

  • Encourages teams to see the world from the perspective of the customer
  • Shifts away from a transactional mentality and toward developing longer-term relationships built on consistently delivering value
  • Focuses on complete solutions that can continuously evolve based on both initial and long-term customer needs.

Developing—and nurturing—a loyal customer base is the key to profitability. Organizations serious about customer-centricity see higher revenue, better employee engagement, and more satisfied, long-term customers. Here are a few tips I’ve seen implemented with great success:

Obsess over end customers.

With every contact, it’s critical to demonstrate authentic interest in your customer. You need to understand their unique pain points in their market, and how those change over time. The B2B buyers’ cycle is often composed of a large set of stakeholders with different goals. Be sure that each one knows how you can solve their problem and that you’re committed to working together to do it.

Don’t disparage competitors.

Customers want their vendors to communicate how you can solve their problems, not that you think you can do it better than someone else. Especially in competitive environments, time spent on other vendors means it’s not spent on improving a customer’s business. Have a clear approach to conveying what you can do, not what others can’t.

Frequent customer conversations with you—and other vendors.

Customers should ask regularly about the operations of the companies they’re doing business with. In turn you should also solicit regular feedback on where things may not be working as well, and be prepared to receive those messages with humility. Frequent communication keeps customers; transparent communication grows them.

Show readiness for a smooth transition.

Be prepared with examples of where you’ve had success migrating customers from other vendors easily, quickly, and successfully. Be open to customer inquiries, from technical questions to the business value. Create a robust plan for them with ample documentation, how-to resources, and details on how to escalate so the relationship is successful from the beginning.

Show commitment to security with transparency.

Given the number and size of ongoing data breaches, it is critical to demonstrate how your company is committed to keeping data and resources secure—and the corresponding processes and systems you have in place to ensure it.

By keeping customers front and center, you’ll be able to build solutions that deliver unmatched utility and value, emerging as a trusted and respected opportunity for new customers. Happy customers and a healthy bottom line—what else could anyone want?

Chase Doelling

Chase Doelling is the Principal Strategist at cloud directory platform provider JumpCloud, where he leads the team in creating partnerships that enhance and secure digital identities. He has been working in venture-backed startups across security, integration, and DevOps for the last decade.


Chase Doelling is the Principal Strategist at cloud directory platform provider JumpCloud, where he leads the team in creating partnerships that enhance and secure digital identities. He has been working in venture-backed startups across security, integration, and DevOps for the last decade.