Building Customer Communities Is the Key to Creating Value
What are your customers telling their friends and colleagues about your business? As I described in my last post, your prospective customers and buyers increasingly learn about you from their peers — including your current customers — while tending more and more to ignore traditional sales and marketing communications from corporate. Companies are now taking advantage of this new marketing reality, becoming more skilled at getting their customers to advocate for them, create peer influence in their markets, and make important contributions in areas like product development and services. Creating and capturing such value from customer relationships doesn’t just happen, no matter how stellar your products and services are. It requires an enhanced value proposition, what I call a Level 4 custo…