How to connect with Super Consumers/ Lead Consumers/ King Consumers?

Some organisations ignore super consumers as weird obsessives which is a big mistake they make. If an organisation forges a good relationship with its loyal consumers they propel the business by getting more new customers and also share valuable feedback which helps making improvements to the product as well as associated services like delivery, promotions, etc. associated with the product. This benefits the organisation by keeping the competitors at bay, increase in market share, and increase in profits.

The major task with an organisation is to identify these super consumers. An organisation should invest in information systems so that it can store data on the existing customers, lost customers and new customers. Channels of communication should always be kept open with the customers.

From the organisations end efforts should be made to stay in touch with its customers. This helps in identifying the super customers from the new customers. It can be as simple as asking a customer to fill a form when they visit the store or a direct mail sent to customers. Customers can even be called to ask them simple questions –

• Since when are you using the product?
• How would you rate the product in the range of 1 to 5 (5 being the highest and 1 being the lowest)?
• What improvements you would like to see in the product?
• Have you contacted any one of our service centres or offices?
• How would you rate your experience talking to the organisations employee?

The inputs received should be stored in the system for easy availability and review of the management to make important and necessary changes as requested by the customers.

The salesmen also are a great source for keeping the track of consumer buying frequency. The call centre representatives, salesmen, front desk, retailers, etc. should be encouraged to collect as much information as possible on its customers. There should be a regular check and follow up system in place to ensure the customers are satisfied. The employees who are responsible for interacting with the customers should be trained to be courteous, knowledgeable, and also should extract maximum suggestions and information from the customers. The information can be related to the organisation’s product as well as competitor products.

After collecting all the information, the organisation should invest in technology which should help in collating the required data that can be easily interpreted and analysed for identification of super consumers and their inputs.

The customers who had been with the organisation and are still making purchases should be –
• Involved in product tests,
• Join chat rooms,
• Should be assigned dedicated relationship managers for hassle free contact for feedback and inputs,
• Should be given opportunity of membership that gives extra benefits, etc.

The consumers when rewarded for their loyalty feel valued and recognised. For example, airlines often reward their frequent flyers by way of upgrading them to first class, etc.

So the organisation should not only focus on making sales but also enthusiastically forge customer relationships. Most of the unsatisfied customers don’t complain. They just leave. So it’s important to stay in touch with the existing customers and keep the communication as open and hassle free as possible.

A study has concluded that 80% of the consumers are ready to pay a higher price to a product or service from a brand which values them and handle customer relations better.