Fortune-100 Tech Company Achieves 89% ARR Growth & 96% Campaign Success Lift

Industry: Technology | Services: Customer Interactions Services

Client Overview

A Fortune-100 technology company in communications, networking, security and collaboration services, serving ~300,000 customers globally—from public sector through large enterprises and SMBs—sought to shift customer support from cost centre to value generator. Among its priorities: improve product adoption, reduce churn, drive upsells, and enhance customer satisfaction.

The Challenge

Turning Customer Support from Cost Center to Revenue Driver

The organization faced high operating costs in support, reactive service delivery, and limited ability to generate new revenue or upsell through support. The support function was under-leveraged, with few proactive initiatives, low visibility into adoption and renewal patterns, and inefficient campaign performance—resulting in churn and missed upsell potential.

Sutherland Solution

Proactive Customer Success Model & Campaign-Led Adoption
Sutherland collaborated with the client to gradually turn the support unit into a proactive, profitable customer success center. With a sharp focus on churn management and product adoption, we refined our approach, concentrating exclusively on their business product suite.

In laying the groundwork for the transition, Sutherland identified four areas as essential for success:

• Data validation: Ensuring accuracy and financial significance of data, establishing reporting frequency, and identifying dependencies.
• Customer analysis: Evaluating customer case trends, Net Promoter Scores (NPS), organizational histories, key users and influencers, and payment patterns.
• Equipping personnel: Developing communication strategies and templates, outlining workflows for customer interactions, and setting reporting and tracking mechanisms.
• Defining success metrics: Setting benchmarks for measuring success that focused on adoption growth, upsell percentages, and zero and automatic renewal rates.

Having completed the pre-work, we drew on our 38+ years of experience in business process optimization to develop a proactive campaign planning model that guarantees the efficacy of each initiative.

The Sutherland model involves identifying priority accounts for the campaign, defining its scope, estimating the necessary resources, establishing the strategy framework, selecting the right agents based on their skills and previous performances, choosing the right tools, and training staff on the tools used.

Since its inception, we have refined this methodical approach over time and simultaneously grown the team to 92 Customer Success Managers, offering unique value to the client and yielding impressive outcomes through the process.

This team now enhances customer engagement through omnichannel support, as well as targeted initiatives centered on boosting product usage, encouraging the adoption of new features, facilitating product value realization, and improving customer retention.

The Outcome

Revenue & Campaign Performance Transformed

The team’s gradual transformation achieved cost savings, revenue growth, and higher rates of customer satisfaction. The client achieved an 89% quarterly ARR growth (from US$688K to US$1.3M), saw its campaign success rate rise by 96% (from 26% to 51%), and is projecting US$8.5M in ARR by end of Q2 2024. Support is now a strategic lever—driving upsell, retention, customer adoption, and helping shift perception from cost center to growth engine. That’s digital outcomes delivered.