3 Elements of Customer-Led Growth

Last Updated March 18th, 2022

Chris Hicken, nuffsaid, Customer-Led Growth, The Customer Experience Podcast, UserTesting, customer-led, product-led growth, PLG, CLG, customer first, customer centricity, customer centric


Listen to “190. 3 Elements of Customer-Led Growth w/ Chris Hicken” on Spreaker.

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Product-led growth is an excellent strategy for about 5% of B2B companies. This type of growth requires an incredibly easy-to-use product – one that offers a lot of value while requiring minimal effort. That typically isn’t the case in B2B, especially software as a service (SaaS).

So how should the other 95% of B2B brands grow?

The other 95% should focus on customer-led growth. It’s your customers who build your brand through purchasing, advocacy, and loyalty. And the idea of customer-led growth is based on the touchpoints of their journey and the subsequent emotions involved.

So how can brands take a strategic approach to customer-led growth?

  1. Measure whether or not the customer is receiving value.
  2. Prioritize customer data when making decisions.
  3. Make outsized investments in customer teams.

Back as a guest on The Customer Experience Podcast today is Chris Hicken. Chris is the co-founder and CEO at ‘nuffsaid — a software company that collects communication data and checks in with customers to measure the value they receive. For Chris and his team, the idea behind customer-led growth is that everyone at the company is obsessed with the value customers receive from the product.

Chris has more than 15 years of B2B software experience as a leader, investor, advisor, and board member — including eight years as President and COO at UserTesting. In his first appearance on this show, we discussed business metrics worth tracking (click here for CX 65 “Product Usage as a Vanity Metric”.)

Today Chris shares that, for most people, value is a feeling. When everyone makes decisions based on customer value, brands arrive at a place of success with only the best customers and use cases. This leads to higher retention, better customer advocacy, lower cost of acquisition, and quicker growth — all based on providing superior CX.

Chris and I also discussed:

How the philosophy of customer-led growth originated
Which of the four types of data to prioritize and why
What three things customer-led growth companies do
How to start collecting data on customer value
What influence video has in creating value for customers



3 Elements of Customer-Led Growth

Hear Episode 190 and any (or every!) other conversation on The Customer Experience Podcast in your preferred podcast app …

While you’re there, please make one extra click to rate the show (or even take a minute to leave a review) – it’s very helpful!


We also embed the full conversation and make it searchable right here in these blog posts. The recording with Chris Hicken is right here …

Listen to “190. 3 Elements of Customer-Led Growth w/ Chris Hicken” on Spreaker.


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Video Highlights: 3 Elements of Customer-Led Growth

Check out the top five video highlights from the discussion with Chris Hicken


1. Ranking Four Data Types for Decision Making



2. The Context, Scene, and Set-Up for Customer-Led Growth



3. Three Things Customer-Led Growth Companies Do



4. Taking Your First Step Toward Customer-Led Growth



5. Finding Product-Market Fit with Empathy, Value, and Analytics


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Ethan Beute | About The Author

Chief Evangelist at BombBomb, host of The Customer Experience Podcast, and Wall Street Journal bestselling co-author of Human-Centered Communication and Rehumanize Your Business, Ethan Beute collects and tells stories of clearer communication, human connection, and higher conversion through simple, personal video messages. BA: University of Michigan. MBA: University of Colorado-Colorado Springs.

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