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Internal Advocates: Why they’re the Future of Tech

internal advocates

 

Internal Advocates: a company’s best customers, the ones that tell all their friends to use your product are the future of business. Here’s why:

People need some necessity, or incentivization to buy and consume products. If a service or item doesn’t address a need, then it needs to provide a delight experience of some sort. If a company masters the process, then they will reap a great reward: internal advocates. These are customers that tell all of their friends and family to use your product/service on their own accord. These are the customers that will change enterprise in the tech world for a myriad of reasons:

You can share from anywhere — How easy is it for someone to send you a video on social media? Or give you a restaurant recommendation through an “instant enterprise” app, like Yelp or FourSquare? Contemporary society has become one where content and services can be sent from person to person in seconds. In a world that is saturated with tech services, how will yours become “sharable?” Queue in the Internal Advocates. When you have a following or a group of people who love your product, you can imagine the outreach can be immense when combined with instantaneous sharing features. You have viral-like advertising, and you don’t have to pay a cent to do it.

Customers become “hobbyists” —

Waze is the paragon example of building a strong community of internal advocates. They have thousands of volunteers that update their maps, giving their platform extremely powerful data. That is because these people love the features of the tech, and can do things to make it even better. Waze gets production from people who aren’t even on the payroll. This applies to Reddit as well: you have users that monitor, organize, and evaluate sub-communities on their platform because they truly enjoy the information sharing capabilities of the Reddit platform. These people are also paid $0.00, as the user moderators, or “mods,” volunteer.

The most powerful mutually beneficial relationships —

Ultimately, internal advocates build an extremely positive relationship with the technology/companies they are using. Since they trust you to give them an intuitive tool or service, they provide legitimate feedback on how to advance your services and advance your business as a whole.

A company’s customers become data points and don’t have to second-guess what works, and what needs to be built, as mysteries about product usage vanish. A system of interaction is created,where you have all the information needed to provide an awesome service and your customers have their needs met to the point where you’re recommended by them constantly.

You need a fanbase to become a rockstar. Time to build a following.

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