In life unfortunately we are not all created equally. No matter how many chicken nuggets I eat, I still can’t beat Usain Bolt in the 100m, perhaps the 200 ;-). This also stands true in business regarding your users and customers. Let me explain….
Im sure most people are familiar with the Pareto principle and in the context of this discussion I specifically mean: 20% of your customers create 80% of your revenue(there are some nuances here but go with me).
The key questions are: how do you determine who your most effective customers are and then what do you do with them? Effective can have lots of different meanings i.e. the ones who buy the most, the greatest social media sharers or best customer referrers. In short they are the ones who drive a particular metric you are looking to improve for your business and proportionally have a far greater impact than your other users or consumers.
A lot of people will have heard about the six degrees of Kevin Bacon where anyone in the world can be linked to Kevin Bacon through six people or less, a play on the six degrees of separation. For the purposes of this discussion Kevin Bacon could be considered a super node or Super User, if you were looking for somone to do referrals for your business or product (side note: EE in the UK have done just this).
You need to KNOW who your Kevin Bacons are and why. It all starts with data! Can you easily find this information whether you are in sales, marketing, accounts <insert any department> or is it siloed away never to be found again?
Have you done cohort analysis, built up customer personas, tracked users from marketing channel all the way through to purchase and referral? If not, start now as it might be one of the most valuable things you ever do for your business.
Assuming you have the basics in place to identify your Super Users, as per above, the next stop is to cultivate them into getting them to do your desired actions i.e. refer more people to your product or buy more etc. There are numerous ways to do this whether it is offer them better customer service, priority access, special discounts, incentives, educational material and much more.
Time and time again in the businesses we have launched we have seen that a few of our users can have an instrumental effect on the success of the overall business. So start identifying your Super Users and Kevin Bacon’s as early as possible.
Author: William Roberts
Founder and CEO of Loyalty Bay
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