The Value of Investing in your own Customers

I’m off to New York then Chatham, Mass to speak at customer client events for Avenue A Razorfish, one of the largest interactive firms, and Compete an analytics firm with a new take on measurement. Both of these companies have invited their top decision makers at their companies to network among each other, learn from each other, and take in knowledge from speakers (such as hiring Forrester analysts) from the industry.

By investing in your own customers, making them smarter, exposing them to best practices, and to let them form real relationships amongst each other, the benefits go beyond the pure relationship stated in the service level agreement, but bring an intangible human value that often can’t be measured.

There’s many other ways you can invest in your customers beyond throwing customer events for them, you can: offer a series of education webinars, provide an online community platform to let them self-support, help arrange user groups in different cities, and even sponsor, and tell them what other customers have been doing successfully.

So, how do you invest in your customers?