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The successful customer loyalty mindset
After reading the book Mindset: The Psychology of Success by Dr. Carol S. Dweck, I began to wonder if her concepts of fixed versus growth mindsets were either accentuated or diminished when it came to customer relationship strategies enabled with SaaS-based applications.
The many benefits of the SaaS platform, including agility, updates across an entire customer base, and low barriers to user adoption made me curious. Could SaaS-based CRM applications, supporting customer loyalty strategies, be more effective at enabling growth mindsets in companies? I dug into this question and started to research it.
If you haven't read this book, I highly recommended it, and you can catch a clip of Dr. Dweck discussing the differences between the foundational concepts of her book here, courtesy of Guy Kawasaki's blog entry last year.
While there is an abundance of information on TCO (total cost of ownership) of SaaS versus licensed software, the closest area of research I found pertaining to productivity of SaaS users relative to licensed users was in the area of customer loyalty. One report I found that was particularly interesting on the topic of customer loyalty was from Accenture, titled Seller Beware: The Curse of the Disloyal Customer.
