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  • Kuba Płonka

Applying Sneaker Collab Tactics to Boost Customer Success

In the realm of business strategy, unexpected sources of inspiration often hold valuable lessons. One such unlikely muse comes from the world of sneakers, where collaborations between brands have become a powerful force. In this article we delve into the intriguing parallels between the fashion-forward world of sneakers and the ever-evolving landscape of customer success.

two people shaking hand on blue-orange background, sneaker glowin icong on top of that

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Collaboration has been a game-changer in the fast-paced world of fashion, allowing brands to attain new heights and reach wider audiences. The sneaker industry showcases how partnerships can drive innovation, media attention and audience expansion. But can this concept be applied to the field of technology and, more specifically, to customer success and customer experience?

What are those collaborations in the first place?

statistic by gartner: 61% of consumers will pay at least 5% more if they know they’ll get a good customer experience

Sneaker collaborations are a fascinating and exciting world that merges colours, materials, and designs to give rise to fresh perspectives and a burst of creativity.

It's not just about the shoes; it's a platform that inspires innovation and uniqueness and captivates both creators and consumers alike. The beauty of sneaker collaborations is that they generate a media frenzy that transcends the conventional bounds of advertising.

The hype around these collaborations is a wildfire that propels brands into the spotlight, granting them exposure that surpasses traditional marketing strategies. This exposure, in turn, leads to increased brand awareness and sales.

Moreover, sneaker collaborations are unique in creating a ripple effect that extends beyond the brands involved. When two brands collaborate, they bring their diverse followings, introducing enthusiasts to a fusion of styles and influences they might never have encountered. These collaborations offer a unique opportunity for brands to expand their customer base and attract new audiences.

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Collaborations in Customer Success

quote: Customer success is where 90% of the revenue is

In the digital world, our goal shouldn’t be to mimic fashion glamour. Instead, we should focus on activities to bring our team, processes or product to the next level.

We can focus our collaboration efforts on two areas: internal and external.

Internal collaborations

Cross-Functional Teams

You can think about cross-functional teams as the Avengers of the business world. While having a CS or CX expert is excellent, bringing together a team with diverse skills - sales, tech, marketing, you name it - ensures a 360-degree view.

This mix fosters creativity, problem-solving, and innovation, critical ingredients for crafting an extraordinary customer experience. Each team member brings their superpower to the table, ensuring nothing slips through the cracks.

While those teams are among the best ways to create creative ideas, remember you have to put some work into organising them and empowering them to do good things. Even the Avengers needed Nick Fury to help them start.


While cross-functional teams were about bringing everyone together to work as a team, organising knowledge-sharing sessions was about letting others know what was going on in their worlds.

Those sessions are beneficial and easy to organise since you don’t need to have special regulations. The only thing you need is to book a room, send the invitations and bring some coffee and cookies, especially cookies… Here are five tips that can help you start; those can also work later for setting up your cross-functional teams.

  1. Diverse Voices: Include non-customer-facing folks for fresh perspectives.

  2. Empower Thinkers: Encourage everyone to think and suggest solutions.

  3. Safe Space: Foster an environment where ideas flow without judgment.

  4. Facilitate Chat: Kick-off discussions to get the creative juices flowing.

  5. Follow-Up: Keep the momentum going by checking in on progress and results. 🚀

External collaborations

Integration Partnerships

The integration allows you to upgrade your current product/service offering without the need to build that functionality from scratch.

Think, for example, of giving your customers a calendar in your tool. You can build one, but it will cost and require you to maintain and upgrade it. You can choose a different route and integrate your solution with another one, giving you more functionalities with less effort.

Besides the apparent Today’s benefit of having a more extensive offering for your customers, you open yourself to a new group of potential clients, but Tomorrow’s benefits may also include building relationships with those partners, which may result in a dedicated solution created for you or even an entirely new product build together.

Also, those partnerships are excellent opportunities to learn from each other, so keep that in mind.

Joint Webinars and Events

Joint webinars and events are like the ultimate customer party, where you can offer more than just information.

By teaming up with experts, you can craft an unforgettable experience for your customers and build a strong sense of community. During these events, your customers will have a front-row seat to a unique blend of knowledge and conversation.

This is the secret sauce to turning your customer experience into a blockbuster - informative, entertaining, and unmissable.🌟🚀

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Phil Jackson quote: The strength of the team is each individual member. The strength of each member is the team

The SaaS companies can achieve great success by working collaboratively. When companies embrace internal and external collaborations, they can unlock innovation, expand their reach, and profoundly impact their users' experience.

Let's navigate the collaboration landscape together and create a future without limits to innovation.

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