The picture I chose for this post is of my kids playing with one of those displays that are so prevalent at movie theater lobbies these days. The goal of such a display is for you to mess with it, take photos, and share them all over the internet, thus making people interested in the movie. You get something. The movie gets something. Hooray. Lord knows if it sells movie tickets. I checked around for some case studies, but didn’t find any. But it’s more fun than a poster.
Can You Build Interaction Points Into Your Business?
In launching Blog Topics: Master Class, I put into place a handful of interaction touchpoints. First, I invite people upon signing up to hit reply every time they want to talk with me or ask a question. I then prompt them to do so in the first email, so that they know I’m serious.
I also created a private Facebook group for students in the course to interact with each other, and although I don’t promise to be there myself very often, I have been there to greet every single newcomer to the group personally, and introduce them to everyone else.
There will also be some realtime events like a live Google+ Hangout where we can do even more connecting. Further, I will promote various people’s work as a part of class, thus highlighting what participants are accomplishing, and sharing some of the great experiences coming out of the project, which is one way to give back.
What Does This Do For Your Business?
By finding ways to encourage repeat interaction, I’m tied much closer to my “customers'” experiences (I don’t much like the word, but I’m using it so you can translate this to what you’re doing). It means that no one ever feels like they played into the “bought and forgot” loop. It means that you’ll hear rather quickly if something isn’t working well, and have more potential opportunities to correct the issue at hand.
This also means time, however. Many businesses are built to actively seek ways to remove human interaction, to streamline anything that can be streamlined, to reduce interaction as it’s a drag on “productivity.” This line of thinking is accurate: to be very interactive with a customer/client/participant takes a lot more human capital than just selling something and wandering off.
But the process also has benefits:
- Faster awareness of issues that could cause revenue loss.
- More opportunities to adapt the product or future products to customer needs. (You can sell better or more.)
- Improved opportunities to encourage word of mouth marketing.
- Reduced error handing time allotted, as your marketing time and customer support time share a “budget.”
- Much improved perception of trust, care, and customer interest/advocacy.
How would this apply to your business? What does it mean for you?