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Use boomerangs to promote your customer programs!

I have a boomerang on the wall in my office. It reminds me of the importance of creating awareness for voice of the customer programs. 

I suppose that deserves an explanation. There is a story behind the boomerang.

The first step to engaging the users of customer information is for them to be aware (see the hierarchy of engagement). They have to know that your customer listening program exists. With this in mind, customer advocates and strategists often put their marketing hat on and ask themselves, "how can I get the word out?" We have worked with companies to develop communications plans which include clever names for their programs, videos, signs, micro-sites, contests, and more — all aimed at generating interest and support for their program.

So what’s with the boomerang?

I’ve always thought a boomerang is great symbol for customer feedback. You toss it (like asking customers for feedback) and it comes back to you (they respond). Sometimes it lands gently in your hands and sometimes it may conk you on the head. With this in mind I’ve always thought it would be clever to give away boomerangs to promote a customer listening program. Every time we brainstorm ideas for ways to promote such programs, I suggest the boomerang idea. I have even priced them — you can get boomerangs for $9.25 per dozen! The polite nods and comments suggest that most are thinking, "I wish he would give up on the silly boomerang idea."

However, one of my proudest moments came last year around the holidays when several of my colleagues gave me a gift wrapped box. Inside I found a boomerang. A thoughtful gift that now hangs on my wall.

So if you are looking for ways to promote your customer listening program, I’ve got a great idea for you!

About the Author

Patrick Gibbons

Patrick Gibbons

As Principal and Senior Vice President of Marketing for Walker, Gibbons has global responsibility for definition, branding, and promotion of the company and its solutions. Gibbons has published and/or contributed to a number of articles, papers, and blogs on customer intelligence topics and has a regular column in CRM Magazine. He has been a featured speaker at a wide range of conferences, and has produced a series of educational events for customer experience leaders.

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