You all know that we’ve been creating, engaging and managing customer communities for ages, right?
Nowadays, though, we are increasingly asked by clients about how to manage the ESG messaging and content within those communities.
A company’s ESG footprint and performance does have some interest for their customers. But really, it’s limited. And if you spend too much time crowing about your decarbonisation stats, or your socially responsible supply chain, you’ll put everyone off.
As with any subject in a customer community, the key word is ‘customer’.
What’s in it for them?
What can they learn or share from your facilitation of the group?
What is it that you are doing that will improve their footprint? …probably more to do with your products or services in use, rather than your own footprint.
Can you offer a service through your customer forum that helps everyone keep up to date with regulation?
Can you set up discrete experience-sharing groups – Chatham House rules – so people can share best practice.
Can you pull together a library of useful materials, drawn from multiple sources into one, single, easy-access repository.
Can you canvass their views to maybe put together a benchmark or two on the subject – helping customers realise where they are on the maturity curve regarding ESG matters and practices?
And can you do this all without it lapsing into a barely-veiled sell?
Customers know that you gain commercial and sales advantage from creating a customer community or platform. Of course they do.
And creating added value around the ESG journey and challenges is a great move (so long as it’s meaningful for the customers’ own interests)
The trick is to keep things in balance and always be offering value before you ask for a sales conversation.
If you can create an added-value ‘space’ for customers – in which you participate but avoid commercialising at every turn – then the rewards can keep coming in for years.
On the other hand, if you get the balance wrong, it’ll fall flat on its face.
And you won’t be able to revive that goodwill for years.
Please take note!
