Creating a Customer Council is a nuanced strategy that, when executed properly, significantly enhances customer engagement and drives business growth. This in-depth guide is designed for CEOs and CMOs aiming to leverage this innovative platform effectively.
In the digital age, flexibility and convenience are paramount for engagement. Asynchronous video interviews stand out as a scalable way to interact with your customer council. This method allows members to contribute at their own pace and time, ensuring diverse and thoughtful participation. By adopting video technology, companies can collect rich, qualitative feedback that transcends traditional survey responses or written testimonials.
A compelling testament to the power of customer councils and asynchronous communication comes from Made by Mary's collaboration with VideoPeel. Facing the challenge of understanding and segmenting their customer base, Made by Mary partnered with VideoPeel to invite their customers to participate in remote asynchronous video interviews. This innovative approach not only scaled their efforts but also deepened the quality of insights gathered.
The outcome was the formation of a vibrant customer council consisting of over 50 members. Through this platform, Made by Mary could segment its customer base effectively, validate these segments across a broader audience, generate authentic and effective user generated content, and engage in meaningful dialogues about product development, marketing strategies, and customer preferences. This case study underscores the transformative potential of leveraging video technology in customer engagement strategies.
Building a Customer Council, especially through innovative methods like asynchronous video interviews, offers a direct line to your most valuable asset: your customers. By following the steps outlined above and drawing inspiration from successful case studies like Made by Mary, CEOs and CMOs can unlock new dimensions of customer engagement and drive their companies toward sustained growth and innovation.
Remember, the essence of a Customer Council lies in the genuine value it provides to both your company and its members. With the right approach, it becomes a cornerstone of your customer engagement strategy, fostering loyalty, and propelling your brand to new heights.
We’re thrilled to unveil VideoPeel Audiences—the next-level innovation set to transform how you engage, understand, and market to your audience through video surveys. Unlike traditional text-based surveys, VideoPeel Audiences enables you to gather authentic, video-based feedback from precisely the people who matter most to your business, research, recruiting or promotional campaigns.
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