Turn your customers into new business evangelists.

This week’s blog topic idea comes from a question that a colleague had asked me. I was explaining to her the scope of our demand generation program and I mentioned the need to address prospects and customers separately. As part of our services we suggest to our clients that they should run a targeted communication campaign to their existing customers distinct from their prospect lead nurturing efforts. She said “why would I need a targeted program to talk to my existing customers, I already talk to them on a daily basis?” This is a valid question. Demand generation programs are usually designed to uncover new leads and nurture relationships with prospects with the intent of turning them into customers. Why should you spend time and other resources to come up with a program to target existing customers?

* Customers are best referral sources. Nothing says you excel at your business better than having your existing customers endorse you. But we all know that if someone is happy they may talk to one or two people but if they have something to complain about they talk to 20+ people. You need to maximize the effect of your evangelists to help you generate more business. A targeted program like opinion pieces or industry trend reports will help you become a thought leader. Providing a way to your customers to interact with you on a regular basis will help you generate more business.

* People move around. Today someone might be working at company A but tomorrow they may move to another firm which can be a potential source of business for you. It is always a good idea to keep regular check points with your existing contacts. It is much easier and cheaper to keep your database fresh on a regular basis.

* Ensure minimum of 5 touch-points for repeat business. It is a generally an accepted fact that it takes minimum of five contacts at a company to secure repeat business. Once you sign on with a customer it is good practice to ensure more people at the same firm know about you and your services. It will help you stay top of mind and carve the path for repeat business.

These are few of the reasons why customers should be part of your demand generation program. The important thing to keep in mind is that targeted communication going out to your prospect requires different dynamics than the one you send to your customers. Customers’ priorities and information needs are different. Your expectations and success metrics from a deliberate customer communication program is also different. But they should both lead to the same overall outcome; business growth. Therefore, your demand generation outreach must include both segments. Customers are an important segment in your new business efforts and they require a deliberate and targeted outreach.

What are some of the best ways to keep nurture relationship with existing customers? Share your thoughts.