Customers as the Service

February 11, 2010

The goal of customer experience management (CEM) is to move customers from satisfied to loyal and then from loyal to advocate. When you match customer advocacy with a social media channel such as an online community, you can end up with the customer as the service, where advocates answer questions and provide solutions to other customers’ issues. As noted in Shel Israel’s post about the SAP mentors initiative: “When customers defend a company, it has greater influence than anything a company spokesperson could hope to accomplish.” This can definitely relive some of the burden on your technical support team, but they’ll still need to listen to the conversation, even if they don’t always participate.