Customers don’t work for you – No engagement – No advocates
Get customers do stuff for you: No!
As Spike Jones in “Brains on Fire” states: “Get your customers to do Stuff for you” is not realistic.
Even though many sales and marketing people talk and blog about customer engagement and advocates, in reality there is nothing as such. Except for a few companies like Apple.
Customers just won’t blog, comment, engage, evangelize, be an advocate or whatever for your company.
Way too much effort, risk and why should they? What is their benefit? What is in it for them?
Be happy if they read your emails or your newsletter. Then you already have a good interest build up and engagement for your products or solutions.
Just don’t expect them to forward your newsletters or to distribute your news.
Customers need to be entertained, and then they might retain your information. That’s all in most cases.
Only if beneficial for the customer too
Customers are mainly interested in their own purposes or benefits.
Thus if you, as a company, can help them to achieve something that improves their life, income, business or experiences, then they might talk about your company or solution. Especially if they can bolster their ego, impress their peers or increase their power over others. That’s why you can get your customers to speak on a conference about your products or solutions for their own benefit or ego.
Our web service provides the customer more with leads from their website than online lead generation or improves their customer retention significantly all at a marginal cost increase (our sales), which normally should lead to more revenue, more profit. Happy customers.
Still they don’t talk or write about the solution.
What’s your experience with customer engagement and advocates?
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