4. The Measures Communities Can Impact
• Customer Acquisition
• Customer Retention
• Up sell/Cross sell
• Product (Quality and Innovation)
• Customer Support
“COMMUNITIES”—NOT YET!! HERE’S WHAT THEY DO CARE ABOUT IT…
SEAN:
AT EVERY STAGE OF THE CUSTOMER JOURNEY—THEY WANT PEER AFFILIATION. THAT’S WHERE COMMUNITIES COME IN—AN ORGANIZED WAY TO GIVE CUSTOMERS ACCESS AND AFFILIATION WITH PEERS; HUGE STRATEGIC POTENTIAL
IDENTIFY MVP Advocates. Form them into a community. Build social capital: reputation, status (“MVP”), knowledge (“insider info”), oppy to support, amplify their blogs, speaking…
Support other customers … “Break” product
Provide most effective marcom to Prospects
Overall help build larger community, lead community events
OPTIONS CONSIDERED BY C-SUITE TO SOLVE THESE CHALLENGES
- Import talent (with expertise
- Hire locals (employees)
-- Engage customers
SEAN DISCOVERED THAT #3 WAS THE MOST EFFECTIVE …
NOW he introduced himself no longer as “community guy” but (depending on audience):
“We’re in the business of eliminating CUSTOMER SERVICE calls while providing customers a better services option
OR
“We’re in the business of IMPROVING PRODUCT QUALITY
Respect, Cooperation, Resources all went up!
OPTIONS CONSIDERED BY C-SUITE TO SOLVE THESE CHALLENGES
- Import talent (with expertise
- Hire locals (employees)
-- Engage customers
SEAN DISCOVERED THAT #3 WAS THE MOST EFFECTIVE …
