Here are several excerpts from a very usefull crash course put together by Jennifer Alsever on How to Get Your Customers to Solve Problems for You:
Crowdsourcing is a technique that sophisticated companies use to translate the enthusiasm of their most highly-engaged customers into valuable marketing, branding, or product-development insight. You can do it, too.
Use these techniques to harness the intelligence of customers that love your business, talk about your business, and better yet, will do free work for your business in today’s increasingly democratic, user-generated, social-networked, marketplace.
STEP 1 – Decide If You Really Care What Your Customers Think – GOAL: Engage in a true dialog with your customers, or don’t bother at all.Crowdsourcing isn’t for everyone, so make sure you have the fortitude required to make the effort pay off.
If you think you’re game for the crowdsourcing experience, start by establishing a tangible goal, such as improving your product development process or breaking into a new market. Be specific about identifying functional tasks that might benefit from customer input. Start out slow to ease into the process; begin by simply finding and listening to consumers online via Internet forums and blogs.
STEP 2 – Learn Who Loves You (and Who Hates You) – Goal: Identify customers who will provide the most useful insight.
Your customers can do a lot for you, if you first take the time to listen to what they have to say. Cull your call center and feedback databases to identify outspoken consumers who have a history of repeated interaction with your firm—be it positive or negative.
STEP 3 – Make Engaged Customers Feel Special – Goal: Reward passionate consumers with insider perks and benefits.
People will do many things for a business for free, simply because they think it’s fun. Products and companies can become hobbies unto themselves, and many consumers will derive satisfaction from feeling like an insider at a company they’re passionate about. In return, you should give them recognition, exclusive perks, the opportunity to interact with senior company managers, or free products.STEP 4 – Bring Customers Inside the Tent – GOAL: Give participants clear goals and integrate their ideas into your decision-making.
The world is full of smart people, and if you plan it right, your customers can become a valuable talent resource, much like consultants, contractors, and outsourced partners. In return, however, you must take their suggestions seriously, which may mean sharing information about product or marketing plans that you normally keep locked away.
There’s much more on this topic on the BNET Creash Course Page, be sure to check it out.
