Mack Collier features The Passion Conversation
Mack Collier and I go back years. We’ve both been blogging long before blogging become trendy. (Anyone here remember his MoBlogsMoProblems blogspot URL? How about his on-going ranking of the Top 25 Marketing & Social Media Blogs? I certainly do.)
Mack is a long-time ambassador for encouraging businesses to foster brand ambassadors. Heck, he’s written a how-to book on designing social media strategies to tap into the power of brand ambassadors. He stays busy consulting, speaking, and has been gracious enough to feature THE PASSION CONVERSATION book on his blog today.
His post is a Q&A we did and Mack came out swinging hard with questions. One of his questions wanted to know why more brands don’t create ambassador programs. My short answer included…
“Showing love to customers in order to receive love from customers is messy work. It ain’t check the box and it’s done. It’s much more than that.
You have to treat brand ambassadors as individuals and not as customer segments. You have to be willing to let go of rigid brand guardrails and allow the ambassadors to speak in their voice and say the things they want to say in the ways they want to say them. You have to be ready to respond swiftly to the wants and needs of ambassadors. You also have to find ways to measure success because whatever results you deem as success takes time to happen.
Loving customers over the long haul ain’t easy. It’s messy work. Not enough brands are willing to get that messy for something that takes time and isn’t easy to measure financially.”