5 lessons when creating a ‘customer zero’ program

December 11, 2020
BY Chris Davis Vice President at Metis Strategy
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The source of competitive advantage for a leading technology company is its ability to rapidly develop, sell, and deploy innovative products, services, and solutions. Without this innovation engine, a strong market position can rapidly evaporate as customers migrate to newer, cheaper, or more fit-for-purpose alternatives. To stave off this existential threat, leading B2B tech companies prioritize a “customer zero” or “dog food” program as a central thread from product development through customer success and support. The purpose of a customer zero program is to be the first and best customer of one’s own products, services, and/or solutions in order to accelerate product innovation and enhance go-to-market capabilities, customer stickiness, and market insight.

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