The source of competitive advantage for a leading technology company is its ability to rapidly develop, sell, and deploy innovative products, services, and solutions. Without this innovation engine, a strong market position can rapidly evaporate as customers migrate to newer, cheaper, or more fit-for-purpose alternatives.
To stave off this existential threat, leading B2B tech companies prioritize a “customer zero” or “dog food” program as a central thread from product development through customer success and support.
The purpose of a customer zero program is to be the first and best customer of one’s own products, services, and/or solutions in order to accelerate product innovation and enhance go-to-market capabilities, customer stickiness, and market insight.
