If you're a marketer using social media, chances are you have uncovered a newfound responsibility and passion, perhaps, for your customers' success. I'm not suggesting that that you didn't care about your customers before social media and networking came onto the scene, but if you're like me you probably are more in tune with customers' issues, needs, opportunities and perceptions by being more connected with them via social media and other digital channels.

At Lyris, customers and their feedback are the lifeblood of our business and the cornerstone of our global community initiatives. I know it may seem obvious to focus on customers but many organizations are not aligned for customer success and don’t know where to start. We believe all businesses should rely on two strategies for improving alignment, which supports profitability inside and outside the company. These strategies are especially relevant for executive, customer service, marketing, product and sales teams of any size and in all industries:

1. Customer Council: A committed group of customer and company leaders and practitioners that collaborate to address the needs of all customers and specific markets. Council members spur innovation, meaningful results and thought leadership for stakeholders.

2. Net Promoter®: Both a loyalty metric and a discipline for using customer feedback to fuel profitable growth. Successful companies create a complete operational model with a customer-centric DNA.

Lyris engages and serves a number of people (i.e. analysts, customers, employees, investors, industry influencers, media and prospects) that are important to us in a global community. The practice of community development and growth is especially useful for market leaders because this discipline is focused on finding and collaborating with influencers and decision-makers that shape business outcomes. Jeff Bezos, Founder and CEO of Amazon, recommends in his short-list video (~8 minutes) that companies should always put customers first:   

YouTube - Video from Jeff Bezos about Amazon and Zappos 

Are you interested in learning more about the Lyris Customer Council? Connect with me on Twitter or LinkedIn and I’ll be happy to provide details about how to get started, the benefits for all involved, and why it’s so important today to align and focus on customer success. Let me know if you’re a Lyris customer and I’ll make you a priority.

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Related Resources:

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• Download free online-marketing guides, tools and webinars in the Lyris Online-Marketing Resource Center.

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