Why Customer Participation Matters
How can you encourage your clients' active participation?
Author(s): Omar Merlo, Andreas B. Eisingerich, Seigyoung Auh
Publisher: MIT Sloan Management Review
Date of publication: 2014
The clients are at the center of the attention of the enterprises. Yet, the authors state, the majority have limited interactions with them: they seek their advice occasionally, on a topic they have themselves defined, or attempt to create a marketing buzz. The research of these authors shows that less than 20% of organizations set up a sustained collaboration with their clients. Yet, those among the latter who have the opportunity to actively collaborate with the enterprise are also those who buy the most its products or services. They also tend to be more loyal and to recommend the brand to their entourage. This said, how to encourage this active participation? The second part of the article provides a few concrete pieces of advice: ask the customers for a small level of commitment as a first step; involve them in strategic decisions; put them on an equal footing during the discussions; realize that you cannot completely control the exchange; etc.
This article is one of the sources used in Manageris’ synopses:
Collaborate with your customers
While the digital revolution has given consumers the possibility to involve themselves in the life of companies, very few businesses actually take advantage of this opportunity. How can you transform your consumers into privileged partners?