Customer Collaboration Opportunities
I have discovered that digital social sites can lower the cost of developing trust, but only when you act much differently than traditional social media, which tries to make brands look good. You need to create true empathy with people and trust them. When you build relationships in digital public, other people see it and admire you for it. There are numerous subtleties that few firms understand. And since digital social interactions happen 10 times faster at one tenth the cost, opportunities to develop trust, preference, and profit are virtually unlimited. Here are some general examples.
- Customer Success Empowerment—The customer success trend is chiefly being driven by SaaS and hightech firms, but firms need to understand how to create the empathy needed to understand and empower customers. CSRA makes it scalable. Executives have long realized that keeping a customer costs a fraction of attracting new ones, but only recently has technology been seamless enough to
- Service as Marketing—Customer Service as cost center is so 20th century. Now, solving people’s problems in public digital social venues holds the key to displaying your products’ usefulness and your confidence and dedication to customers—to prospective customers. Transparent service is the best marketing, and when you do this right, customers help other customers solve problems, too.
- Customer Acquisition Engine—I don’t like the term “customer acquisition” because I think that no one owns customers, but we all know what it means. Right now, your sales and marketing teams are touching prospective customers, trying to “acquire” them by convincing them that you can “add value.” Most of this effort done in private. When they learn how to develop trusted relationships in digital public, they develop a sustainable reservoir of optimal prospects that admire and respect you. Prospects want to do business with you, but only when teams learn to truly put customers before the brand.
- Customer Churn Reducer—Churn is the most reliable red flag for firms with trust issues, so the Churn Reducer analyzes the gaps from customers’ points of view and creates an optimal process for addressing them practically. Moreover, it shares the transformation effort in digital public, so everyone can see how much you care for customers, and what you’re doing about it.
- Employee Turnover Trimmer—All brands are transparent now, no matter if they want to be or not. Employees are recognized as representatives of your firm, and when they’re unhappy or unsatisfied, they leave, which hurts your teams’ effectiveness. The Turnover Trimmer conducts several levels of behavior analysis on employee satisfaction and benchmarks your firm against others. Then it interacts with employees to deepen our understanding of the trust gaps, create a practical plan to address them and share the process in public, so alumni and prospective employees and see how much you care about them.
- The Leap to Trust—Based on almost ten years of conducting behavior analysis of customers’ social data, I can say that most firms, unconsciously, mistrust their customers. They don’t trust their customers to buy from them, so they invest millions in marketing, sales, business development, and promotions to convince customers to buy from them. Underneath most of these processes lurks a huge trust gap, so is it any wonder why customers don’t trust firms? The Leap to Trust begins by analyzing and benchmarking your firm and customers. We co-create a future state in which your firm and customers trust each other. Then we adjust your marketing and sales processes, test them, and evolve your customer interactions.