ud?php global $post; ?> Customer Success During COVID-19 – Digital CMO Digest

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Susan Joseph


Susan is an independent digital communications and user experience strategist. She helps companies discover their brand voice and grow their business.

Shubharthi Ghosh


Shubharthi is currently part of the strategic marketing team at Regalix. His expertise mainly lies in the account-based marketing and programmatic advertising space.

Priscilla Thomas


Priscilla is a content writer who has worked for Infosys Technologies and other technology startups in India and abroad.

Moulishree Srivastava


Moulishree is a freelance journalist with over 7 years of experience, she writes research-based analytical stories on technology and business.

Avanish Tiwary


Avanish is a Bangalore-based journalist who writes on business with a specific focus on technology companies.

Priyanka Bhatacharya


Priyanka has covered every aspect of the IT industry as a tech journalist since its early days. She is now an independent writer, working on subjects like digital marketing, enterprise technology and high-performance computing, among others. 



A freelance content writer, S. Sahu was the former editor of TCS's house magazine at Tata Consultancy Services. He developed tech marketing collateral for the company and helped compile and edit books and journal articles on TCS's technology innovations. He also ghostwrites print and online publications. 

Prajwala Hegde


Prajwala is a Bangalore-based freelance journalist who writes on social issues, stories of human interest, and art and culture, among others. 

Rajesh Nanarpuzha


Rajesh Nanarpuzha is an Assistant Professor of Marketing at IIM Udaipur. Previously, he has worked as a brand manager in Dabur, and as a business consultant in the retail and consumer goods domains at Cognizant and Tata Consultancy Services. Rajesh has an MBA from IIM Indore and a doctorate in marketing from IIM Ahmedabad.


Priyokumar Singh Naorem


He is a passionate UI & UX designer who thrives on creating engaging creative solutions.


Dyuti Mittal


A freelance illustrator, artist, graphic novelist and designer. She has designed and illustrated several book covers. Her personal illustrations so far have attempted to seize the fleeting absurdity and mood of places, things and people she encounters in a childlike, intuitive and expressive manner with closure, beauty and innocence – the things that she desires.

Sumakshi Singh


She is an artist and an educator who has taught and lectured at The School of the Art Institute of Chicago, Oxford University, the Victoria and Albert Museum among other institutions. Her installations, paintings, thread work and sculptures have been exhibited in Saatchi Gallery - London, C24 Gallery - New York, and Museum of Contemporary Art – Lyon, among other notable galleries and museums from around the world.

Purna Chandra Mahato


Purna Chandra Mahato is an artist based out of Rourkela, India. Trained in painting (fine arts) from Pracheen Kala Kendra, Chandigarh, Purna has participated in many prestigious exhibitions and artist camps. His paintings explore various aspects of colour, shade, textures, and strokes, while keeping to abstract themes; they strive for a spontaneity that is enjoyable to spectators.

Parul Gupta


A commerce graduate from Delhi University, Parul pursued a masters in fine arts from Nottingham Trent University in the UK. As an artist, she is interested in line as a subject which has led her to follow architectural lines in built environments. She says she is also interested in how we perceive the environment that we inhabit and what happens when a subtle shift is made in things which we have been used to seeing in a certain way. We present six of her artworks here.

Shweta Malhotra


Shweta Malhotra is a graphic artist and designer from Mumbai, based in New Delhi.
After working with ad agencies and design studios for close to 8 years, she branched out on her own and currently works independently.s Her overall design aesthetic is minimal, bold and graphic, a response to the maximalist visual language prevalent in India.

Rithika Merchant


Rithika Merchant (b.1986) received her Bachelor’s Degree in Fine Arts from Parsons the New School for Design, New York in 2008. She has exhibited extensively since her graduation. Recent exhibitions include a duo show “Reliquaries: The Remembered Self” at TARQ, Mumbai; “Language of the Birds: Occult and Art” at 80WSE Gallery, New York; and group shows at Summerhall, Edinburgh and Artry Gallery, Kochi. Her work has been included in multiple group shows at Stephen Romano Gallery and The Morbid Anatomy Museum, New York. Born in Mumbai, she now divides her time between Mumbai and Barcelona.

Aniruddh Mehta


Aniruddh Mehta is an artist based out of Mumbai, India. Trained in graphic design from the London College of Communications, Aniruddh is a self-taught illustrator and currently works as an independent freelance designer. He believes in finding the right balance between art and graphic design. He has worked closely in collaboration with Bhavishyavani Future Soundz, Qilla Records, Taxi Fabric, Adidas, Dell and United Colours of Benetton. He also goes by the moniker, ‘thebigfatminimalist’ and his style ranges from bold minimal forms to more intricate pieces exploring patterns and geometry.

Paramesh Jolad


Paramesh is an artist who enjoys working in both the realistic and abstract style of painting. He loves working with water color. Featured in this issue are a set of water color works that he has created exclusively for us on the subject of digital transformation.

Chandrashekhar Thakur


Based in Mumbai, Chandrashekhar Thakur is a Senior Art Director and Illustrator at Truebil.com and the Founder of HAPPiNESS For You. He loves working with new styles of art and considers illustration to be his forte. Chandrashekhar has completed his BFA from DY Patil College of Applied Art.

Concept and Direction

Nimish Vohra


Head of marketing at Regalix, Nimish drives research in emerging technologies and customer experience, and takes a keen interest in creative arts.


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Customer success has always been central to the success of those organizations in it for the long run, and the COVID pandemic has only made this truer than ever before. The business landscape has been changed forever, and traditional positioning, messaging and sales tactics will lead nowhere.

In this edition of the Digital CMO Digest, we spoke with senior customer success executives from organizations like Microsoft, Celonis and Element to understand their takes on customer success during a global pandemic. At a time of such uncertainty and lack of precedent, the words of these leaders will help you gain a new line of insight into how customer success is driving organizations forward into a new business paradigm.

“COVID-19 is a once-in-a-lifetime crisis that has completely changed the playbook of most of our customers. Moreover, a significant percentage of these changes are becoming the new normal,” as Santosh Sahoo, Senior Director of Customer Success at MuleSoft, said.

One such critical change is in the driving factors behind purchase decisions. As Atul Mathur, Senior Director of Customer Success at Microsoft, pointed out, ”The economic uncertainty is bringing a lot of attention to cost vs. value and how we define value. It is even more important to provide clear value in our offerings and help customers with the changing needs and environment in their industry. The customer is looking for us to help them make decisions using our technology and then help them execute those decisions.“

It’s not just the buying organizations that have had to change, though. Sellers have had to amend the way they connect and communicate with customers. “Getting quality time with customers is proving difficult. Virtual meetings are more challenging when it comes to cultivating close relationships. We spend more time focusing on fostering human connections through listening, learning, and empathy. People are going through a lot right now, so it's important to understand those challenges and be there for them in any way possible,” said Arvind Stokes, Vice President of Customer Success and Support at Omada Health.

The pandemic itself has simply been an unbiased, indifferent catalyst in the midst of all this change. As Steve Beamer, VP of Customer Success and Transformation at Element, observed, it has had both positive and negative impacts. “On the positive side, customers are more available to discuss the product. Without the commute, people have more time to explore the product and listen to a pitch. On the negative side, spending limits have been pulled up higher in the organization for most customers, so it is more difficult to reach a decision-maker.”

As with all significant challenges, this pandemic also presents significant opportunities. It’s a chance for those organizations lower in the pecking order to come out on top — all it takes is a moment of inspiration. Ankur Patel, Director of Customer Success - North America at Celonis, put it best when he said, “Organizations that come out of crises of the past strongest are those that are constantly looking to innovate.”

Nimish Vohra