Tuesday, October 16, 2012

How Bonobos Apparel Converts Interaction to Income

The best way to get more business from your customers is by intelligently interacting with them.

For example, one fourth of all Bonobos customer service is publicized.

Consider the implications of this.

First, it multiples their reach. Exponentially more people can experience and benefit from a single act of service. Even if they’re not customers. Second, it creates an apparatus of accountability. Each interaction requires thoughtful consideration on the behalf of the employees. Even if they’re engaging with critics. Third, it builds their listening platform. Direct engagement with customers leaves behind a trail of potentially valuable data. Even if they’re just saying hello. And fourth, it delivers social proof. Potential customers see their amazing service in action. Even if they know nothing about the product yet.

It’s the perfect storm.

Combine amazing customer service with public social media and you’ve got a winning equation for converting interactions into income.