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How to Build a Customer Council

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.

Embracing Asynchronous Video Interviews

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.

The Made by Mary Success Story

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.

Steps to Building Your Customer Council

  1. Define Clear Objectives: Start with a clear vision of what you aim to achieve through your Customer Council. Whether it's improving product design, tailoring marketing efforts, or enhancing customer service, a clear goal will guide the council's activities and discussions.
  2. Recruit Diverse Members: Use your platforms to reach out to potential council members. Highlight the unique opportunity to influence product development and the exclusive perks of membership. Asynchronous video interviews can be an effective tool for screening and selecting members who are truly engaged and representative of your customer base.
  3. Foster Active Engagement: Utilize asynchronous videos to maintain an active dialogue with council members. This method respects their time while ensuring you gather comprehensive feedback. Regular updates, exclusive previews, and direct responses to their input keep members invested in the council's success.
  4. Implement Feedback Strategically: The insights gained from your Customer Council are invaluable. Integrate this feedback into your business strategy to make informed decisions that resonate with your target audience.
  5. Evaluate and Evolve: Continuously measure the impact of the council on your business goals. Be prepared to adapt and refine your approach, leveraging new technologies and methodologies to enhance engagement and insights.

Conclusion: A Pathway to Innovation and Growth

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.

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