Laying Customer Support Foundation With Crm

In today’s dynamic business landscape, customer support Meaning ● Customer Support, in the context of SMB growth strategies, represents a critical function focused on fostering customer satisfaction and loyalty to drive business expansion. is no longer a reactive function but a proactive strategy for growth. For small to medium businesses (SMBs), this shift is not just beneficial; it’s essential for survival and competitive advantage. A customer-centric support strategy, when powered by a Customer Relationship Management (CRM) system, transforms interactions from mere problem-solving to opportunities for building loyalty and driving revenue. This guide serves as your ultimate resource to navigate this transformation, providing actionable steps and insights tailored specifically for SMB realities.

Understanding Customer Centricity In Support

Customer-centricity in support means placing your customer at the heart of every interaction and decision. It’s about understanding their needs, anticipating their challenges, and providing solutions that are not just effective but also personalized and empathetic. This approach moves beyond transactional support to building relationships, turning satisfied customers into brand advocates. For SMBs, where resources may be limited, customer-centricity is a force multiplier, enhancing brand reputation and fostering sustainable growth through positive word-of-mouth and repeat business.

Customer-centric support is about proactively understanding and addressing customer needs to build lasting relationships and drive sustainable SMB growth.

Many SMBs operate under the misconception that customer support is solely about reacting to complaints. This reactive approach is not only inefficient but also misses significant opportunities to enhance customer lifetime value. A truly customer-centric approach is proactive, anticipating customer needs and offering support before issues even arise.

This might involve providing self-service resources, personalized onboarding, or proactive check-ins. By shifting to a proactive model, SMBs can reduce support costs, increase customer satisfaction, and build a stronger brand reputation.

Why Crm Is Non Negotiable For Customer Support

In the past, managing customer interactions might have been handled through spreadsheets or scattered email threads. However, as SMBs grow, these methods become unsustainable and inefficient. This is where CRM systems Meaning ● CRM Systems, in the context of SMB growth, serve as a centralized platform to manage customer interactions and data throughout the customer lifecycle; this boosts SMB capabilities. become indispensable. A CRM acts as a central hub for all customer interactions, data, and communication history.

It allows SMBs to gain a holistic view of each customer, understand their journey, and personalize support interactions at scale. Without a CRM, delivering truly customer-centric support becomes a logistical nightmare, leading to inconsistent service, missed opportunities, and ultimately, customer attrition.

Consider the example of a growing online clothing boutique. Initially, customer inquiries might be manageable through email. But as orders increase and customer base expands, tracking order histories, preferences, and past interactions across emails becomes overwhelming. With a CRM, the boutique can centralize all this information.

When a customer contacts support, the agent instantly has access to their purchase history, communication logs, and even preferences noted from previous interactions. This enables faster, more personalized support, such as quickly resolving an issue with a recent order or offering tailored product recommendations based on past purchases. This level of service, impossible to achieve efficiently without a CRM, significantly enhances customer experience Meaning ● Customer Experience for SMBs: Holistic, subjective customer perception across all interactions, driving loyalty and growth. and loyalty.

Selecting The Right Crm For Your S M B Needs

Choosing the right CRM is a pivotal first step. The CRM market is vast, with options ranging from free, basic systems to enterprise-level platforms with extensive features. For SMBs, the key is to select a CRM that aligns with their current needs, budget, and future growth plans.

Over-investing in a complex CRM with features that are not immediately needed can lead to wasted resources and underutilization. Conversely, choosing a system that is too basic might quickly become inadequate as the business scales.

When evaluating CRM options, SMBs should prioritize the following:

• Ease of Use ● The CRM should be intuitive and easy for the team to adopt without extensive training.
• Scalability ● It should be able to grow with the business, accommodating increasing customer data Meaning ● Customer Data, in the sphere of SMB growth, automation, and implementation, represents the total collection of information pertaining to a business's customers; it is gathered, structured, and leveraged to gain deeper insights into customer behavior, preferences, and needs to inform strategic business decisions. and support volume.
• Essential Features ● Focus on features crucial for customer support, such as contact management, ticketing systems, email integration, and reporting.
• Integration Capabilities ● The CRM should integrate with other tools the SMB already uses or plans to use, such as email marketing platforms, e-commerce systems, or social media channels.
• Budget ● Consider both the initial cost and ongoing subscription fees. Many CRMs offer tiered pricing, allowing SMBs to start with a more affordable plan and upgrade as needed.

Several CRM options are particularly well-suited for SMBs due to their affordability, ease of use, and robust feature sets. Some popular choices include:

1. HubSpot CRM ● Offers a powerful free version with essential features, making it ideal for SMBs starting out. Its paid plans offer advanced marketing and sales tools as the business grows.
2. Zoho CRM ● Known for its comprehensive feature set and competitive pricing. Zoho offers a range of plans suitable for different SMB needs and scales.
3. Freshdesk ● Primarily a customer support CRM, Freshdesk excels in ticketing, knowledge base management, and multi-channel support. It’s a strong choice for SMBs prioritizing excellent customer service.
4. Salesforce Essentials ● A simplified version of the industry-leading Salesforce platform, Essentials is designed for small businesses and offers robust sales and customer service features.
5. Pipedrive ● While often used for sales, Pipedrive’s straightforward interface and customizable pipelines make it adaptable for customer support workflows as well.

Choosing between these options, or others in the market, requires careful consideration of the SMB’s specific requirements. A table comparing key features and pricing models can be invaluable in making an informed decision.

This table provides a starting point for evaluation. SMBs should explore free trials and demos of different CRMs to determine which best fits their workflow and team preferences. Remember, the “best” CRM is the one that your team will actually use effectively and that will grow alongside your business.

Setting a solid CRM foundation is the bedrock of a customer-centric support strategy. By understanding the principles of customer-centricity, recognizing the necessity of a CRM, and carefully selecting the right platform, SMBs can position themselves for significant improvements in customer satisfaction Meaning ● Customer Satisfaction: Ensuring customer delight by consistently meeting and exceeding expectations, fostering loyalty and advocacy. and business growth. The next step involves effectively implementing and utilizing the CRM to its full potential.

Elevating Customer Support Through Crm Personalization And Automation

With a CRM system in place, SMBs can move beyond basic customer management to implement more sophisticated strategies that truly elevate customer support. The intermediate stage focuses on leveraging the CRM’s capabilities for personalization and automation. These are not just buzzwords; they are practical tools that, when applied strategically, can significantly enhance customer experience, improve support efficiency, and drive stronger customer relationships.

Personalizing Customer Interactions Using Crm Data

Generic support interactions are a relic of the past. Today’s customers expect personalized experiences. CRM systems are goldmines of customer data, and unlocking this data to personalize support interactions is a game-changer. Personalization goes beyond just using a customer’s name; it involves tailoring support responses, offers, and even the support channel based on their past interactions, preferences, and purchase history.

CRM-driven personalization transforms generic support into tailored experiences, fostering stronger customer relationships Meaning ● Customer Relationships, within the framework of SMB expansion, automation processes, and strategic execution, defines the methodologies and technologies SMBs use to manage and analyze customer interactions throughout the customer lifecycle. and loyalty.

Consider an SMB selling subscription boxes online. With CRM data, they can segment customers based on their subscription type, purchase frequency, and past feedback. When a customer contacts support, the agent can immediately see this information. For instance, if a customer who has been subscribing for over a year contacts support about a missing item, the agent can proactively offer expedited shipping for the replacement, acknowledging their loyalty.

Similarly, if a customer who frequently purchases organic products has an inquiry, the agent can highlight other organic options in their response. This level of personalization demonstrates that the SMB truly understands and values each customer, leading to increased satisfaction and retention.

Here are actionable steps to personalize customer interactions with CRM data:

1. Segment Your Customer Base ● Use CRM data to segment customers based on demographics, purchase history, behavior, and feedback. Common segments include new customers, loyal customers, high-value customers, and customers with specific product interests.
2. Tailor Communication Channels ● Analyze customer preferences for communication channels. Some customers prefer email, while others prefer live chat or phone. Use CRM data to route customers to their preferred channel when possible.
3. Personalize Support Responses ● Train support agents to leverage CRM data to personalize their responses. This includes referencing past interactions, acknowledging purchase history, and tailoring solutions to individual customer needs. Use CRM templates and snippets to streamline personalized responses.
4. Proactive Personalization ● Use CRM data to anticipate customer needs and offer proactive support. For example, if a customer’s order is delayed, proactively reach out with an update and offer a discount on their next purchase.
5. Personalized Knowledge Base and Self-Service ● If your CRM integrates with your knowledge base, personalize the content displayed to customers based on their past interactions and product interests. This makes self-service more efficient and relevant.

Automating Support Processes For Efficiency And Scale

Automation is not about replacing human interaction; it’s about streamlining repetitive tasks and freeing up support agents to focus on complex issues and high-value interactions. CRM systems offer powerful automation capabilities that can significantly improve support efficiency, reduce response times, and ensure consistent service quality, especially as SMBs scale.

Imagine an SMB providing tech support for software. Without automation, agents might spend significant time on routine tasks like assigning tickets, sending initial acknowledgment emails, or following up on unresolved issues. With CRM automation, these tasks can be handled automatically. When a new support ticket comes in, the CRM can automatically assign it to the appropriate agent based on issue type or agent availability.

Automated email responses can immediately acknowledge receipt of the ticket and provide an estimated response time. Automated reminders can be set for agents to follow up on tickets that haven’t been resolved within a specific timeframe. This automation frees up agents to focus on diagnosing and resolving complex technical issues, leading to faster resolution times and improved customer satisfaction.

Key areas for automation in customer support with CRM include:

• Ticket Routing and Assignment ● Automatically route tickets to the correct department or agent based on keywords, issue type, or customer segment.
• Automated Responses and Notifications ● Set up automated email responses for ticket submissions, updates, and resolutions. Send automated notifications to agents for new tickets, escalations, and reminders.
• Workflow Automation for Common Issues ● Create automated workflows to resolve common support issues. For example, for password reset requests, an automated workflow can guide the customer through the process and automatically reset their password.
• SLA (Service Level Agreement) Management ● Automate SLA tracking and escalation. The CRM can automatically monitor ticket resolution times and escalate tickets that are approaching SLA breaches.
• Chatbots for Basic Inquiries ● Implement chatbots for handling frequently asked questions and basic support requests. Chatbots can provide instant answers and free up agents for more complex issues.

Implementing automation requires careful planning. Start by identifying repetitive tasks that consume significant agent time. Then, prioritize automation projects that offer the highest ROI in terms of efficiency gains and customer experience improvements. Begin with simple automations and gradually expand to more complex workflows as your team becomes comfortable with the system.

Integrating your CRM with other communication channels further amplifies its effectiveness in delivering personalized and efficient support. This integration creates a unified view of customer interactions across all touchpoints.

Integrating Crm With Communication Channels For Unified Support

Customers interact with businesses through various channels ● email, phone, live chat, social media, and more. Siloed communication channels lead to fragmented customer experiences and inefficient support operations. Integrating your CRM with these channels creates a unified support hub, providing agents with a complete view of customer interactions regardless of the channel used.

CRM integration with communication channels provides a unified customer view, enabling seamless and consistent support across all touchpoints.

Imagine a customer initiating a support inquiry via live chat on your website, then following up with an email a few days later. Without CRM integration, these interactions might be treated as separate incidents. However, with integration, the CRM consolidates both interactions into a single customer profile.

When the customer contacts support again, regardless of the channel, the agent can see the entire history of their previous interactions, providing context and enabling more informed and consistent support. This unified view eliminates the need for customers to repeat information and ensures a seamless experience across channels.

Common CRM integrations for enhanced customer support include:

• Email Integration ● Connect your support email inbox to the CRM. This automatically logs all incoming and outgoing emails within customer records, ensuring all email communication is tracked and accessible.
• Live Chat Integration ● Integrate live chat platforms with your CRM. Chat transcripts are automatically saved to customer profiles, and agents can access CRM data directly within the chat interface for personalized real-time support.
• Social Media Integration ● Integrate social media channels like Twitter and Facebook. Monitor social mentions, respond to customer inquiries directly from the CRM, and log social interactions in customer profiles.
• Phone System Integration (CTI) ● Integrate your phone system with the CRM using Computer Telephony Integration (CTI). This enables features like screen pops (displaying customer CRM records when they call), click-to-call from within the CRM, and automatic call logging.
• Help Desk/Ticketing System Integration ● For SMBs using separate help desk software, ensure it integrates seamlessly with the CRM. This centralizes ticket management and customer data within the CRM.

Channel integration streamlines workflows for support agents. They can manage interactions from multiple channels within a single CRM interface, reducing the need to switch between different applications. This improves efficiency, reduces response times, and enhances agent productivity. Furthermore, unified data across channels provides valuable insights into customer behavior Meaning ● Customer Behavior, within the sphere of Small and Medium-sized Businesses (SMBs), refers to the study and analysis of how customers decide to buy, use, and dispose of goods, services, ideas, or experiences, particularly as it relates to SMB growth strategies. and preferences, informing future support strategies and service improvements.

By focusing on personalization, automation, and channel integration, SMBs can transform their customer support from reactive problem-solving to a proactive, value-driven function. These intermediate strategies build upon the foundational CRM setup and pave the way for even more advanced, AI-powered support capabilities.

Pioneering Proactive And Ai Driven Customer Support With Crm

For SMBs aiming to not just satisfy but truly delight customers and gain a significant competitive edge, the advanced stage of CRM-powered customer support involves embracing proactive strategies and leveraging the transformative power of Artificial Intelligence (AI). This level is about moving beyond reactive support and using CRM data and AI tools to anticipate customer needs, personalize experiences at scale, and create a support system that is not just efficient but also intelligent and predictive.

Harnessing Ai For Hyper Personalization In Crm

While basic personalization uses CRM data to tailor interactions, AI takes personalization to a new level ● hyper-personalization. AI algorithms can analyze vast amounts of customer data from the CRM ● including purchase history, browsing behavior, support interactions, and even sentiment ● to identify patterns and predict individual customer needs and preferences with remarkable accuracy. This enables SMBs to deliver highly personalized experiences that feel truly tailored to each customer, fostering deeper engagement and loyalty.

AI-driven hyper-personalization uses predictive analytics to anticipate customer needs, creating uniquely tailored and proactive support Meaning ● Proactive Support, within the Small and Medium-sized Business sphere, centers on preemptively addressing client needs and potential issues before they escalate into significant problems, reducing operational frictions and enhancing overall business efficiency. experiences.

Imagine an online retailer using AI-powered CRM. The AI analyzes a customer’s browsing history, noting they’ve repeatedly viewed hiking boots and camping gear. Even before the customer initiates a purchase or contacts support, the CRM can proactively trigger personalized content. This might include an email with a curated selection of hiking boots based on their preferred brands and past purchases, or a website pop-up offering a discount on camping gear.

If the customer does contact support, the AI can provide the agent with real-time recommendations for personalized solutions based on the customer’s predicted needs. For example, if the customer inquires about boot sizes, the AI might suggest sizes based on their past shoe purchases and reviews from similar customers. This level of proactive and predictive personalization creates a “wow” factor, making customers feel understood and valued.

AI-powered personalization in CRM can be implemented through various features and tools:

• Predictive Analytics ● AI algorithms analyze CRM data to predict customer behavior, such as churn risk, purchase propensity, and support needs. This allows SMBs to proactively address potential issues and personalize outreach.
• Personalized Recommendations ● AI engines can generate personalized product or service recommendations based on individual customer profiles and preferences within the CRM. These recommendations can be used in support interactions, email marketing, and website content.
• Dynamic Content Personalization ● AI can dynamically personalize website content, email content, and even chatbot interactions based on real-time customer data from the CRM. This ensures that every customer touchpoint is relevant and engaging.
• Sentiment Analysis ● AI-powered sentiment analysis Meaning ● Sentiment Analysis, for small and medium-sized businesses (SMBs), is a crucial business tool for understanding customer perception of their brand, products, or services. tools can analyze customer feedback Meaning ● Customer Feedback, within the landscape of SMBs, represents the vital information conduit channeling insights, opinions, and reactions from customers pertaining to products, services, or the overall brand experience; it is strategically used to inform and refine business decisions related to growth, automation initiatives, and operational implementations. from support interactions, social media, and surveys to gauge customer sentiment. This provides valuable insights into customer satisfaction and areas for improvement. Sentiment analysis can also be used to prioritize support tickets based on urgency and customer emotion.
• AI-Driven Chatbots ● Advanced AI chatbots, powered by Natural Language Processing (NLP) and Machine Learning (ML), can understand complex customer queries, personalize responses based on CRM data, and even proactively offer support based on predicted needs. These chatbots can handle a wider range of inquiries than basic rule-based chatbots, providing more human-like and effective support.

Advanced Automation With Ai For Intelligent Support Workflows

Building upon basic automation, advanced automation with AI takes support efficiency and intelligence to new heights. AI-powered automation goes beyond simple rule-based workflows to create dynamic, self-learning support systems that can adapt to changing customer needs and optimize support processes in real-time. This level of automation is crucial for SMBs looking to scale their support operations without compromising personalization or quality.

Advanced AI automation Meaning ● AI Automation for SMBs: Building intelligent systems to drive efficiency, growth, and competitive advantage. creates self-learning support systems, optimizing workflows and adapting in real-time for maximum efficiency and personalized service.

Consider a SaaS SMB offering a complex software platform. Basic automation might involve automatically routing tickets based on product category. However, advanced AI automation can analyze the content of support tickets using NLP to understand the specific issue and its urgency. The AI can then intelligently route the ticket to the agent with the most relevant expertise and current workload.

Furthermore, AI can analyze historical ticket data to identify recurring issues and proactively trigger automated solutions, such as knowledge base articles or video tutorials, before an agent even needs to intervene. For complex issues requiring agent involvement, AI can provide agents with real-time context and suggested solutions based on similar past cases and best practices. This intelligent routing and proactive problem-solving significantly reduces resolution times, improves agent efficiency, and enhances the overall support experience.

Advanced AI automation capabilities for customer support include:

• Intelligent Ticket Routing and Prioritization ● AI-powered ticket routing analyzes ticket content and customer data to route tickets to the most appropriate agent and prioritize them based on urgency and customer value.
• AI-Powered Knowledge Base and Self-Service ● AI can enhance knowledge bases by automatically suggesting relevant articles based on customer queries, improving search accuracy, and even generating new content based on frequently asked questions. AI-powered self-service portals can proactively offer solutions and guide customers through troubleshooting steps.
• Automated Sentiment-Based Escalation ● AI can automatically detect negative sentiment in customer interactions and trigger escalations to senior agents or managers for immediate attention, ensuring that dissatisfied customers are addressed promptly.
• Predictive Support and Proactive Outreach ● AI can analyze customer data to predict potential issues and proactively reach out to customers with solutions or assistance before they even encounter a problem. For example, if a customer’s usage pattern indicates they might be struggling with a particular feature, the AI can trigger a proactive support message or tutorial.
• AI-Driven Agent Assistance ● AI tools can provide real-time assistance to support agents during interactions. This might include suggesting relevant knowledge base articles, providing pre-written responses, or offering guidance on troubleshooting steps. This empowers agents to resolve issues faster and more effectively.

Data Driven Support Strategy For Continuous Improvement

The wealth of data generated by a CRM, especially when combined with AI-powered analytics, is invaluable for developing a data-driven support Meaning ● Data-Driven Support in the context of SMB growth leverages factual business data analysis to inform decisions and enhance operational effectiveness. strategy. This approach moves beyond anecdotal feedback and gut feelings to using concrete data to identify trends, measure performance, and continuously improve support processes. Data-driven insights enable SMBs to make informed decisions, optimize resource allocation, and proactively address areas for improvement in their customer support operations.

Data-driven support uses CRM analytics to identify trends, measure performance, and continuously refine support strategies for optimal customer satisfaction and efficiency.

Consider an SMB noticing an increase in support tickets related to a specific product feature. Without data analysis, they might assume it’s just a temporary fluctuation. However, with CRM data analytics, they can delve deeper. They can analyze ticket data to identify specific pain points within that feature, track customer sentiment related to it, and even correlate it with customer churn rates.

This data-driven insight might reveal a usability issue with the feature that needs to be addressed through product updates or improved documentation. Furthermore, they can track the impact of these changes on support ticket volume and customer satisfaction scores, continuously refining their approach based on data feedback. This iterative process of data analysis, action, and measurement is the cornerstone of a data-driven support strategy.

Key components of a data-driven support strategy Meaning ● Data-Driven Support Strategy, within the context of SMB operations, signifies a systematic approach where customer support decisions are guided by the rigorous analysis of relevant data, aiming to optimize resource allocation and improve customer satisfaction. include:

• Key Performance Indicators (KPIs) Tracking ● Define and track relevant support KPIs within the CRM, such as Customer Satisfaction (CSAT) scores, Net Promoter Score (NPS), resolution time, first response time, ticket volume, and customer churn rate.
• Regular Reporting and Analysis ● Generate regular reports from the CRM to monitor KPI trends, identify patterns, and gain insights into support performance. Analyze data to understand customer pain points, common issues, and areas for improvement.
• Customer Journey Mapping and Analysis ● Use CRM data to map the customer journey Meaning ● The Customer Journey, within the context of SMB growth, automation, and implementation, represents a visualization of the end-to-end experience a customer has with an SMB. and identify touchpoints where customers are most likely to encounter issues or require support. Analyze data at these touchpoints to understand customer behavior and optimize the support experience.
• Feedback Collection and Analysis ● Actively collect customer feedback through surveys, feedback forms, and sentiment analysis of support interactions. Analyze feedback data to identify areas where support is excelling and areas that need improvement.
• A/B Testing and Experimentation ● Use data insights to inform A/B tests and experiments to optimize support processes. For example, test different chatbot scripts, knowledge base article formats, or email templates to determine which performs best in terms of customer satisfaction and efficiency.

Building a 360-degree customer view by integrating data from various sources enhances the power of a data-driven support strategy. This holistic view provides a more complete understanding of customer behavior and needs.

Building A 360 Degree Customer View For Holistic Understanding

While CRM provides a central repository for customer support data, a truly comprehensive customer view requires integrating data from other sources across the business. This 360-degree view combines CRM data with data from marketing, sales, operations, and other departments to create a holistic understanding of each customer’s journey, preferences, and interactions with the SMB. This unified data ecosystem empowers SMBs to deliver even more personalized and proactive support experiences.

A 360-degree customer view integrates data from across the business, providing a holistic understanding for deeply personalized and proactive support strategies.

Imagine an SMB wanting to understand why some customers are churning after their first purchase. CRM data alone might show that these customers contacted support a few times. However, by integrating CRM data with marketing data, they might discover that these churning customers were acquired through a specific marketing campaign that promised features not fully delivered in the product. Integrating with sales data might reveal that sales reps oversold certain aspects of the product to these customers.

Combining all this data provides a complete picture of the issue ● not just support interactions, but the entire customer journey from acquisition to churn. This holistic view enables the SMB to address the root cause of churn, which might be in marketing messaging or sales practices, not just in support processes. This comprehensive understanding is only possible with a 360-degree customer view.

Data sources to integrate for a 360-degree customer view include:

• Marketing Automation Platforms ● Integrate data from marketing automation platforms to understand customer acquisition channels, marketing campaign interactions, email engagement, and website behavior.
• E-Commerce Platforms ● Integrate data from e-commerce platforms to track purchase history, browsing behavior, product preferences, and abandoned carts.
• Sales Platforms ● Integrate data from sales platforms to understand sales interactions, deal stages, customer lifetime value, and sales pipeline information.
• Customer Feedback Platforms ● Integrate data from survey platforms, review sites, and social listening tools to capture customer feedback and sentiment from various sources.
• Operational Data ● Integrate relevant operational data, such as product usage data, shipping information, and inventory data, to provide a complete context for customer interactions.

Building a 360-degree customer view requires a strategic approach to data integration and management. SMBs should invest in data integration tools and platforms that can seamlessly connect different data sources and create a unified customer profile. Data governance and privacy are also crucial considerations when integrating data from multiple sources. With a robust 360-degree customer view, SMBs can unlock the full potential of their CRM and AI investments to deliver truly exceptional and proactive customer support experiences, driving long-term customer loyalty and business growth.

The journey to building a customer-centric support strategy with CRM is a continuous evolution. By progressing through the fundamentals, intermediate, and advanced stages, SMBs can transform their support operations from reactive to proactive, from generic to personalized, and from cost center to strategic growth driver. Embracing AI and data-driven approaches is not just about keeping up with trends; it’s about building a future-proof customer support system that delights customers, fosters loyalty, and fuels sustainable business success.

References

• Kotler, Philip, and Kevin Lane Keller. Marketing Management. 15th ed., Pearson Education, 2016.
• Zeithaml, Valarie A., et al. Delivering Quality Service ● Balancing Customer Perceptions and Expectations. Free Press, 1990.
• Reichheld, Frederick F. The Ultimate Question 2.0 ● How Net Promoter Companies Thrive in a Customer-Driven World. Revised and Expanded Edition, Harvard Business Review Press, 2011.