Software publishers and customers like to believe technology purchases are made rationally, based on a product’s superior features, performance and/or interface.
Yet there’s a point in the customer journey where, if all goes well, users’ commitment to your software gets personal. Where they will study every last feature and proudly declare themselves a “ninja” level expert with your product. Where they will sing its praises in social media and convention halls. Where they will petition their IT and finance departments to buy your entire suite, and would sooner change jobs than work without your tools.
Your software needs more friends like these. And, ideally, you want them in positions where they’re making or influencing buying decisions.
So, how can you earn this level of devotion from users? And once you do, how can you help them become effective champions for your products within their organization?
Here are some suggestions:
The key here is to always look for opportunities to support users’ success and deepen relationships with them as individuals. With a strong product and a loyal user base, opportunities for growth will follow.