The Customer Org
Creating and Delivering Value to Customers
Your Role in the Business
The Customer Org is everyone who directly creates and delivers value to customers. You're the reason customers exist. You build relationships, solve problems, deliver outcomes, and turn strangers into advocates.
Who's in The Customer Org:
- • Practitioners who deliver services
- • Consultants and advisors
- • Account managers and customer success
- • Sales professionals (relationship builders, not pipeline pushers)
- • Support specialists
- • Anyone whose primary job is serving customers directly
Your Unified View: Unified Customer View
The Unified Customer View answers the question you need answered constantly:
"Who are they and how is the relationship progressing?"
This isn't about data hygiene or CRM compliance. It's about having the context you need to serve people well — knowing their history, understanding their journey, recognizing their needs, and engaging appropriately.
Learn more about Unified Customer ViewObjects That Matter Most to You
Contact
The individual humans you serve
Every relationship is with a person. The Contact object is where you understand who they are and what they care about, where they are in their journey (Value Path stage), what they've engaged with and what resonates, their history with your organization, and their role in their organization's decisions.
What you need on Contact:
- • Value Path Stage (Audience → Champion)
- • Engagement history (Signals associated)
- • Relationship health indicators
- • Communication preferences
- • Key context and notes
Company
The organizational context
People exist within organizations. The Company object gives you organizational context for individual relationships, account-level health and status, who else you know there, commercial relationship history, and strategic context that informs engagement.
What you need on Company:
- • Relationship stage (account level)
- • Account health status
- • Key contacts and their roles
- • Industry and organizational context
- • Relationship history summary
Signal
What their behavior tells you
Signals capture engagement you'd otherwise miss: content they've consumed, events they've attended, assessments they've completed, and patterns that indicate readiness or concern.
Why Signals matter to you: Before a conversation, you can see what someone has engaged with. You know what topics resonate. You understand where they are in their research. You can have relevant conversations instead of generic ones.
Appointment
Time invested in relationships
Every meeting is a relationship touchpoint: discovery conversations, implementation sessions, check-ins and reviews, and strategic discussions.
What you need on Appointment:
- • Clear purpose (not just "call with Sarah")
- • Attendees and their roles
- • Outcomes and decisions made
- • Next steps defined
- • Association to relevant records
Ticket
What customers need from you
Tickets aren't just problems — they're relationship signals: questions that indicate engagement, issues that need resolution, optimization requests that signal adoption, and expansion interests disguised as support requests.
Value-First perspective: A ticket asking "Can we also do X?" isn't a support issue — it's an expansion signal. Track tickets not just for resolution but for what they reveal about the relationship.
The Value Path: Your Navigation Framework
The Value Path tells you where someone is in their relationship journey — and therefore how to engage appropriately.
Stages You'll Encounter
| Stage | What They're Doing | Your Role |
|---|---|---|
| Audience | Learning, exploring | Be useful, don't push |
| Researcher | Actively investigating | Answer questions, enable evaluation |
| Hand Raiser | Explicitly interested | Respond promptly, discover needs |
| Buyer | Navigating decision | Support their internal work |
| Value Creator | Implementing | Deliver on promises, build trust |
| Adopter | Realizing value | Enable optimization, spot expansion |
| Advocate | Sharing success | Make sharing easy, recognize contribution |
| Champion | Advancing methodology | Partner on thought leadership |
Someone in Researcher stage needs different engagement than someone in Adopter stage. The Value Path helps you calibrate.
Use Cases That Matter to You
Understanding Engagement
Know what someone has engaged with before you talk to them. See their Signal patterns, content consumption, event attendance.
"Sarah has been researching ERP integration for 6 weeks, completed our assessment, and attended Office Hours. She's not a cold stranger — she's an informed Researcher ready for real conversation."
Measuring Relationships
Track relationship health across your customer base. Know who's thriving, who needs attention, who's at risk — before problems become crises.
"12 accounts thriving, 3 need attention, 1 at risk. I know exactly where to focus today."
Tracking Service Delivery
See delivery status for every engagement. Know what's been delivered, what's in progress, and whether customers are satisfied.
"Precision Components: 10 of 12 deliverables complete, health is On Track, last session was Tuesday. I'm prepared for today's call."
What Unified Customer View Enables for You
Before Every Conversation
- → Their Value Path stage
- → Their engagement history (Signals)
- → Their delivery status (if customer)
- → Their relationship health
- → Key context from previous interactions
No more "remind me what we discussed last time."
During Engagement
- → Reference content they've consumed
- → Build on previous conversations
- → Address their actual concerns (not generic scripts)
- → Recognize readiness signals
- → Engage at appropriate depth
No more treating informed Researchers like cold strangers.
Across Handoffs
- → Full context is visible
- → Relationship history transfers
- → Nothing falls through cracks
- → Customer doesn't have to repeat themselves
No more "let me get up to speed" delays.
The Transformation
Before Unified Customer View:
"I have a call with Sarah Chen in 10 minutes. Let me check... she's in Salesforce somewhere... okay, she filled out a form last month. That's all I know. I'll just do my standard discovery questions."
After Unified Customer View:
"Call with Sarah Chen in 10 minutes. She's in Researcher stage — been engaging for 6 weeks. Heavy focus on ERP integration content. Completed our assessment: scored 'High Signal Blindness.' Attended Office Hours, asked about NetSuite specifically. She's not early-stage — she's ready for a real conversation about her specific situation."
Quick Reference: Your Objects
| Object | What It Gives You | Priority |
|---|---|---|
| Contact | Individual relationship context | Essential |
| Company | Organizational context | Essential |
| Signal | Behavioral intelligence | Essential |
| Appointment | Meeting history and planning | High |
| Ticket | Customer needs and patterns | High |
| Service | Delivery status (for customers) | High |
| Note | Contextual intelligence | Medium |
Getting Started
- 1 Ensure your Contacts have Value Path Stage — Know where each relationship is
- 2 Check Signal associations — See engagement history before conversations
- 3 Review Appointment outcomes — Build on previous discussions
- 4 Monitor relationship health — Know who needs attention
Can you walk into any customer conversation fully prepared, without asking anyone for context?