While the term “influencer” may be used today to describe the coolest kids on social,
every single customer you serve is an influencer.
You may only hear from the unhappy customers or the ones who drank your Kool-Aid,
but every customer you serve forms an opinion on their experience.
Whether or not they share that opinion is simply a matter of conditions.
IF someone asks them for their opinion, they’ll probably give it.
IF it’s a strong opinion, they’ll probably give it without anyone asking -
either as a warning or as a recommendation to people they’re connected with.
Obviously, you need to make sure they have a good experience by giving them a good experience,
but you can also follow up after the transaction to offer additional support,
get a chance to correct any problems or disappointments they experienced,
and make it easier for them to give good recommendations,
by using what I call “weaponized evangelism” -
giving them something useful to pass along to their connections.
Everyone is a potential influencer. Now, what are you going to do about it?