A great business doesn\u2019t just champion its own values \u2014 it champions its customers\u2019 values. For B2Bs in particular, this means solving problems for our customers that make their customers\u2019 experience a better one. Thinking a couple steps ahead and focusing on those solutions is what will set you apart from your competitors. This doesn\u2019t come naturally A study by the Temkin Group concluded that \u201corganizations have a natural tendency to operate from an internal perspective, focusing on the needs of their functional silos more than on their clients.\u201d Companies need to be deliberate about countering that tendency by instilling a customer-oriented mindset across the entire organization, and building a customer-centric model of relationship management. Of course, it\u2019s easy to say you want to instill a customer-centric mindset \u2014 what entrepreneur would deny the importance of that? Things get complicated when you put those words into action. It can feel awfully unnatural to forgo building a better mousetrap to instead focus on helping people solve their mouse problem. As Kathy Sierra writes in Badass: Making Users Awesome, your customers don\u2019t care about your product or service all that much. They care about what it helps them do. But most companies aren\u2019t focused on that part: Most companies compete on the quality of the product, not the quality of the user\u2019s results with the product. Users care about being awesome at the context your product or service lives in, not the product or service itself. People generally want to be good at photography, for example, not at cameras. You can champion your customer\u2019s values by helping make them successful at the broader context in which your product or service exists. From \u201cBadass: Making Users Awesome" by Kathy Sierra Help Scout\u2019s customers don\u2019t want to be great at using our help desk tool \u2014 they want to be great at customer support. Here are a few ways we try to focus on that and champion our customers\u2019 values. Educational content With our blog and resources, we aim to create educational content that helps customer support professionals excel at their work. We\u2019ve published on everything from building a customer support career, to salary studies showing how compensation compares across the industry, to a monthly series analyzing customer support trends \u2014 essentially, we don\u2019t publish anything that doesn\u2019t offer real value to our readers, by elevating their work and the profession at large. Image Source Community building We sponsor SupConf, a wonderful customer support-related conference put on by the good folks in the Support Driven community. (As we grow, and hopefully turn more profit, we\u2019ll be looking for more ways to support what our customers value.) We encourage customer support professionals to guest post on our blog, submit stories for #HumansOfSupport on Facebook, and contribute to Help Desk Tips, a weekly series about best practices in support. A number of us at Help Scout hang out in Support Driven\u2019s lively Slack, contributing to conversations and answering questions when we can. From time to time and because we\u2019re a remote company, we host customer events in different cities to say thanks and learn more about what our customers are trying to do and the challenges they face. Product philosophy Our founders built Help Scout because they wanted a help desk that made the experience simpler and more human for the people actually receiving help. The support emails sent from our platform look like a normal email to our customers\u2019 customers \u2014 there\u2019s no ticket number to remember or customer portal to log in to. And our embed tool, Beacon, lets our customers\u2019 customers find answers or contact the support team without leaving the website. Our customers don\u2019t want their customers to feel like a ticket number, or make them jump through hoops to get help \u2014 that\u2019s the problem we\u2019re trying to solve for. Instilling a customer-first culture We try not to only pay lip service to being \u201ccustomer first\u201d \u2014 we bake it into our culture. Every new Help Scout employee gets trained on customer support. We hold \u201cSupport Power Hours\u201d where everyone hops in the support queue together and everyone works through conversations. Hearing from customers allows us to see pain points, use cases, and inspiration we wouldn\u2019t otherwise encounter, laying the foundation for a better product and better cross-team communication. On the growth team, we each carve out a four-hour block every week to dive into the customer experience and find a way to make things better \u2014 whether it\u2019s sitting in on customer calls, sending handwritten thank-you notes, or meeting customers face to face, the goals are to interface directly with customers, show them some love, let them know we\u2019re here, capture their stories and feedback and learn where we can be helpful. We\u2019re always trying to think ahead by a couple steps, and create products that make the customer experience better for the people who are buying from our customers. Certainly, building a customer-oriented mindset can be more of a challenge in B2Bs, because buying behaviors and the customer journey are often more complicated than they are for B2Cs. But whichever type of company you run, your customers have come to you for a solution, and your job is to help them solve that problem. So what context does your product or service exist in, and how can you elevate your customers within that context?