Let’s face it: nobody is interested in speaking to a
boring person. As such, if you would like your customers
to engage with you, you need to give them a
reason for doing so–—one which extends beyond
saying you are the best airline in town, or manufacture
the most robust kitchen blender. The first step
is to listen to your customers. Find out what they
would like to hear; what they would like to talk
about; what they might find interesting, enjoyable,
and valuable. Then, develop and post content that
fits those expectations. Coffee powerhouse Starbucks,
for example, created the ‘‘My Starbucks
Idea’’ platform, via which customers can submit
new ideas for the company. These ideas are subsequently
voted on by other users, with the winners
being considered for implementation by Starbucks
top management. As stated by Oscar Wilde in his
novel, The Picture of Dorian Grey: The one sin for
which there is no forgiveness is ennui.
Let’s face it: nobody is interested in speaking to aboring person. As such, if you would like your customersto engage with you, you need to give them areason for doing so–—one which extends beyondsaying you are the best airline in town, or manufacturethe most robust kitchen blender. The first stepis to listen to your customers. Find out what theywould like to hear; what they would like to talkabout; what they might find interesting, enjoyable,and valuable. Then, develop and post content thatfits those expectations. Coffee powerhouse Starbucks,for example, created the ‘‘My StarbucksIdea’’ platform, via which customers can submitnew ideas for the company. These ideas are subsequentlyvoted on by other users, with the winnersbeing considered for implementation by Starbuckstop management. As stated by Oscar Wilde in hisnovel, The Picture of Dorian Grey: The one sin forwhich there is no forgiveness is ennui.
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