Want to Grow Your Customer Intuition? Become A Customer Evangelist
The role in today's organizations most suited to developing great customer intuition and insight is increasingly the customer evangelist. The person designated to be the customer liaison, the face and voice of the company or product. The customer evangelist is the person(s) in your organization that advocates for the interests of your customers and the person with the most insight and intuition into the needs and wants of your customers.
The Church of the Customer Blog highlights great tips for being a Chief Evangelist:
Betsy Weber, the chief evangelist for software toolmaker TechSmith, has five solid tips for being an official company evangelist and helping create other evangelists just like yourself.
1. Be a power listener.
Listen as much as you talk (if not more). Then, bring those conversations with customers into your company so the user's voice is heard. Keep the conversations going. Relate the feedback you hear to product teams, be the voice of the customer, and fight for what they want at your company.
2. Get out of the marketing department.
This isn't a marketing job. This isn't to create sales. It's about customer care and customer relationships. Dump the marketing lingo. Be transparent, open and honest. You have to be an extrovert and people person. It's almost a way of life -- you're either suited for it or you're not.
3. Get your whole company onboard.
It takes more than a Chief Evangelist to create customer evangelists. Every area that the customers interact with must be on board with creating customer evangelists. If one department fails to give outstanding service or gives the customer a negative experience the whole company is affected.
4. Open the front door and be accessible.
Give out your direct phone number and real email address. If you hide behind voicemail and an email alias you might miss a great opportunity. Give VIP tours and arrange for customer meet-ups. Customers will appreciate it and it can be a competitive advantage.
5. Have passion.
You must love and believe in the products, and you have to be passionate about the people who use them. If you won't, who will?
June 4, 2006 in award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Brand enhancement, Building B2B Relationships, Building Customer Community, Business Marketing, CMO | Permalink
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Sorry Peter- the world really does want vanilla ice cream.
* Customers don’t give a CRAP about all this hubub technology and even you as a person.
* People buy for their own reasons NOT YOURS.
* Each one of these reasons is tied to something-
* Will this make me have to work harder, longer…
* Will this decision increase risk for me in my career?
* Who else can I involve so I don’t have to be the point person on this decision…
* Customers are busy Fricken People.
* They don’t want or need another friend.
* They don’t want you passionate about their stuff-
* and guess what they don’t want you too passionate about your stuff either
Posted by: Kevin | Jun 7, 2006 10:21:46 PM