MIT Sloan Management Review Article on Competing on Customer Outcomes

Three revenue models can help companies capitalize on customer satisfaction. Technological advances are enabling companies to rewrite the rules of commerce. Impact data enables companies to track and understand what happens to their solutions beyond the moment of purchase. The way we see it, impact data — and the technologies that deliver and analyze it — is transforming corporate accountability for customer outcomes. With three revenue models, companies can progressively deliver access, consumption, and performance.

About the Author

Marco Bertini is a professor of marketing at Esade – Ramon Llull University and cofounder of the school’s Institute for Data-Driven Decisions. Oded Koenigsberg is a professor of marketing and the deputy dean at London Business School. They are the authors of The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (MIT Press, 2020), from which this article is adapted.

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