Anyone with responsibility for making a company successful—from the CEO to the front desk receptionist—already knows who really decides an organization’s fate: the customers. That’s why most of us pay attention and actively solicit customer input on our current work and future product developments.
As a smaller company, Intertech regularly engages with our customers in informal ways. Why? We all know it’s more economical and productive to extend existing customer relationships than to build new ones from scratch (we also genuinely like our customers!).
But what about medium-to-large companies where regular informal customer contact is difficult to encourage? It’s not uncommon in larger companies for customer relationships to be completely controlled by a single sales rep. That’s not a healthy situation for your company, especially if your sales rep decides to work elsewhere – taking all of those precious customer relationships with him or her.
A couple of smart and connection-minded local entrepreneurs, Eric Lopez and Loring Kaveney, decided to do something about this. They developed a secure community platform called WorkOutLoud to facilitate ongoing conversations between companies and their customers. This cool new platform also provides the tools to drive collaborative activities through online registration, surveys, email notifications, blogs, files storage, forums, analytics and the like. It’s especially helpful for developing case studies, and facilitating product enhancement requests that drives customer engagements before, during and after events such as webinars, conferences, blog posts and announcements.
Loring Kaveney, who also serves as the Minneapolis Director of StartUp Grind (a national networking group for tech entrepreneurs), explained it to me this way:
“There is a natural increase in collaboration when a community platform is provided to share information from thought leaders in their industry, especially when it supports rich content to solve challenges. Customer communities will lower churn while focusing on the satisfaction of the customer’s thoughts around services and products provided by your company.”
In other words, every company needs a customer community to clearly understand what drives their customers and to encourage collaboration. Your bottom line depends on it. I’m impressed with WorkOutLoud and suggest you check it out at www.workoutloud.com.