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:
Your focus: The humans you serve — understanding them, helping them succeed, building relationships that last.
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.
The individual humans you serve
Every relationship is with a person. The Contact object is where you understand:
What you need on Contact:
The organizational context
People exist within organizations. The Company object gives you:
What you need on Company:
What their behavior tells you
Signals capture engagement you’d otherwise miss:
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.
Time invested in relationships
Every meeting is a relationship touchpoint:
What you need on Appointment:
Learn more about Appointment →
What customers need from you
Tickets aren’t just problems — they’re relationship signals:
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 tells you where someone is in their relationship journey — and therefore how to engage appropriately.
| 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 |
Why this matters: Someone in Researcher stage needs different engagement than someone in Adopter stage. The Value Path helps you calibrate.
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.”
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.”
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.”
You know:
No more “remind me what we discussed last time.”
You can:
No more treating informed Researchers like cold strangers.
When someone else needs to engage:
No more “let me get up to speed” delays.
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.”
| 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 |
Your success metric: Can you walk into any customer conversation fully prepared, without asking anyone for context?
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