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2013 Predictions: from SaaS evolution to NBA Champs to the big metric of 2013

Companies on the race to be more customer centric, fast

The Customer Era is really here. Salesforce calls it the Customer Revolution. If even the original SaaS juggernaut is realizing something big is happening, you know it’s true and imminent. Though…our video is much cooler than theirs.

2013 is the year that companies are really going to figure out what the User Era means for them and how to become more customer centric in a hurry. “Companies which are not taking proactive steps to becoming more customer centric are going to be regarded as irresponsible (by their board, their customers, their partners). And for good reason as they will see their retention rates plummet and their customer lifetime value lag!” – Dominique

Retention is the key metric of success in 2013

“If there is one metric to focus on for 2013, then retention will be it! I recently met with one of the co-founders of IMVU (remember, from Lean Startup fame …). This is the founder who is still there (not Eric Ries who left). Basically he told me that for their new product launches, all lean A/B testing and metrics aside, basically they are going to focus on retention and retention only as a measure of success.” – Dominique

New Chief in town: Chief Customer Officer

As SaaS companies mature, they understand one metric is crucial than all the others – retention. These companies will win or lose based on their ability to make sure their customers are engaged, happy and are renewing their contracts. And to do so, you need a C-level executive to design and orchestrate the right business processes.
We will see more and more new Chief Customer Officer positions, being ranked as some of the most important executive for SaaS companies.

SaaS evolution: expect more businesses to adopt pay-as-you-go strategies

As SaaS becomes better understood as a business model rather than just a trend, more and more businesses will follow suit and offer free trial followed by subscription applications. “Customers in 2013 will have a deeper understanding of their power and will only engage with the services that completely fits their needs!” – Yifat

Dynamic UI will become a standard

Every application will be supported in different resolutions to support PCs, tablets, mobile and TV.

Customer Success will become more proactive and segmented

Marketing expertise like PPC and optimization will be copied into the Customer Success field.

The Heat will win Lebron’s second title after beating the Clippers in the finals

(Editor’s note: We’ll see about that!)

Ellis Luk

I'm the marketing and communications manager at Totango - but you can call me Chief Content Officer. When I'm not writing, you can find me obsessing over memes, debating grammatical usage or getting distracted by the latest Tumblr gif blogs. Customer love starts with a friendly hello!

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