How to Give Your Customers a Voice

Written by Formstack on February 11, 2010

Posted in Form Hacks

When spreading the word about your product or service, do you let your customers get involved? If not, you should! It is easy to get caught up in trying to find external ways to “sell” your product or service that you forget about the internal sources that you already have. Your customers are the best source to use to help you acquire new customers. When using Social Media, Video, and Public Relations your customer’s voice is your largest asset.

Social Media

Why
One of the main reasons we use social media is to interact with others. Although it is great to try and interact with people you don’t know, your first priority should be to interact with those people who are already using your product. Whether you use Twitter, Facebook, LinkedIN, or any other form of Social Media, make the effort to initiate conversation with them. By doing so, you are giving them the chance to say things about your product or service and in return, one of their followers or friends might just find a use for your product.

What We Do
At Formstack we make every effort to talk to our customer through Twitter and Facebook. If one of our customers’ contacts us through Twitter or Facebook and has a question about our service or needs help with a form, we gladly help them out through the same outlet they contacted us through. Even if it is just a simple statement telling us something great or not so great about our product, we also take the time to thank them for their comment.

Result
Because of all the social media interaction we have with our customers we have a famous Twall of Fame that stretches down our office hallway. On this wall we hang all of the great tweets from our customers. Not only has this brought up great conversation when we have customers visit our office, but it has also generated talk through our social network sites as well.

Video

Why
Many people look for comments about current users of a product before they would be willing to buy. This can be done by getting your customers in video while they talk about your product. This allows for others to see that an actual person is behind the testimonial and it isn’t just a made up quote on your website. You can then post your videos on your blog, YouTube, and share them on your other social media channels.

What We Do
At Formstack, we recently started using our Flip Video Camera to film our local customers. To do this, we either travel to their office or have them come to ours and bring lunch along to make it more than just a video session. We normally spend about an hour with our customer and it helps us to get to know them more. After lunch, we sit down with them while the video is rolling and just ask them a series of questions about how they use Formstack.

Result
Although we haven’t had a chance to promote our videos just yet, the feedback we have received from our customers has exceeded our expectations. Just having the opportunity to sit down for a casual conversation learning more about our customers and getting to see the upbeat and positive attitude has been an awesome site to see for us.

Public Relations

Why
If you are focusing more on PR and trying to get your company featured in different media outlets, let your customer be the one to tell the story. Sure, everything might sound fine coming from you, but it will sound even better if it comes straight from your customer. Readers want to see the real thoughts and results of your product and this can only be done if you let the number one source, your customer, tell the story.

What We Do
At Formstack, when writing up a pitch to send to local, national, or industry-related publications we always have our customer involved. If any media outlet is interested in writing about Formstack, we always set up a three-way conference call with our customer and the media contact so that way the customer has a chance to let their light shine. We are always in the background for general questions about Formstack, but we mainly let our customers do all the talking.

Result
Recently, one of the largest HVAC publications, ACHR News, wrote a story about a local contractor, Service Plus HVAC, using our service. The day that the article ran in the magazine, we received a call from another HVAC contractor wanting more information about our service. By letting our customer tell his great story on his use of Formstack, it showed other people in that industry just how helpful Formstack can be for them.

So, we want to know. What are you doing to let your customers tell their story?