As SugarCRM’s chief customer officer, Chris Pennington is responsible for the Sugar customer journey. He leads the global Professional Services and Support business units to drive world-class outcomes leading to best-in-class customer satisfaction, retention, and referenceability. Pennington joins Sugar after more than twelve years at Professional Advantage PTY Ltd., a global Independent Software Vendor and Reseller of IT business systems to medium-large scale organizations. While at Professional Advantage, he oversaw revenues of more than $50M as vice president of the US and general manager of Australia. He brings a wealth of experience across a broad portfolio of SaaS and on-premise products and services, to include CRM and managed services. Prior to Professional Advantage, Pennington held executive senior level roles at Epicor Australia, Intelligent Building Solutions, Cedar Enterprise Solutions and Interleaf. He holds an honorary BSc degree from De Montfort University in the U.K. and PMP certification from the Sydney chapter of the Project Management Institute.
If a company is going to develop any meaningful partnership beyond a ‘transactional’ encounter, it comes down to building and maintaining a foundation of trust. Fortunately, the demands of new and existing customers are often different, so if done properly it is possible to develop marketing and CX strategies that appeal to both audiences. However, trust is eroded when an offer underpins the very ‘core’ or ‘fabric’ of your service or product offerings. Sweetening the deal is one thing. But, if you are bending out of shape to accommodate either new customers or keep existing customers, you will eventually fall apart.30 May 2021