PPB October 2017

I f you want your brand to thrive, you need to cultivate an army of avid and loyal users who spread the word about your company and offer valuable insight. The fastest growing businesses today have a powerful secret weapon: superusers. This special group of customers goes far beyond using your services regularly and paying promptly. In fact, by evangelizing, educating, onboarding, and engaging with new customers and offering crucial feedback, they can grow your brand into an empire. Further, superusers provide trustworthy validation of your products or services, which, in our age of cynicism, is far more powerful than any ad you could run yourself. Superusers profoundly impact the success of many brands today. They are also a key to success in the membership economy—an emerging model in which businesses create a customer-centric strategy using tactics like subscription pricing, inclusiveness and digital community. If you can convert your brand’s regular users into superusers, you will gain a distinct edge in today’s competitive market. Your superusers are those customers who show up a lot, send you support requests, submit the most comments in your brand’s community, speak at your events, serve as references and send tons of new customers your way. These valuable customers do a lot of the heavy lifting for you. Imagine how much more successful you could be if more of your customers In today’s membership economy, superusers can provide a powerful advantage. by Robbie Kellman Baxter Five Ways To Find, Nurture and Reward Your Superusers 80 | OCTOBER 2017 | THINK