Fans versus customers

Digital Marketing Lead, Public Services Sector, IBM Analytics

Our world today is a web of connections chipping away at the axiom six degrees of separation to where it very well may be one degree of separation. Relationships are the new currency. Research from International Customer Management Institute (ICMI) reveals that only 25 percent of companies feel that their customers are “extremely engaged.” How then can companies increase customer engagement to cultivate fans? Is creating the same passion in customers as sporting teams a myth?

In our next #CXO Twitter chat Adam Toporek (@adamtoporek), customer experience strategist CTS Service Solutions, joins us to discuss how we increase customer engagement and cultivate loyal fans. You can join easily using Tweetchat, where the hashtag #CXO is automatically appended to each tweet you send during the chat, streamlining the chat process.

Below are the questions we’ll be discussing as well as reference articles to help inspire the May 19 discussion at 12 noon ET. 

#CXO chat discussion questions

  1. What are the key elements of real customer relationships?
  2. How do we get customers “extremely engaged” with the organization?
  3. How do you avoid channel-specific fans and stay consistent across channels?
  4. How can we use existing fans and advocates to gain new customers?
  5. With so many interaction points is it possible for businesses to really know their customers?
  6. How can businesses use data and analytics to get closer to customers and nudge them into the fan column?
  7. What changes do businesses need to make to loyalty programs to create fans?
  8. Can businesses create the same passion in customers as sporting teams? Why or why not?

#CXO chat reference articles:

#CXO chat guest:


AdamToporek.jpg Adam Toporek (@adamtoporek)  is a customer experience strategist, franchise developer and small business owner who runs the popular blog Customers That Stick. His consultancy, CTS Service Solutions, offers customer experience and customer service workshops.

Adam is a customer experience speaker and the author of a forthcoming book on frontline customer service (AMACOM, 2015). He has an MBA from UNC Charlotte, is a Net Promoter Certified Associate and has a Certificate in Customer Experience from ASU’s W.P. Carey School of Business.

What is #CXO chat?

#CXO chat is a weekly conversation every Monday at 12 Noon EST, on Twitter.  Each week we discuss a different customer experience optimization topic.

How do you join in?

If you use a Twitter client like Tweetdeck, HootSuite or Seesmic Desktop, create a search column for the term ‘#CXO’.  Then as we tweet with the #CXO hashtag, they will show up in your column.  Or you can follow with Tweetchat and it automatically adds the #CXO hashtag

How do you participate?

Just jump right in! Review the discussion questions posted so you can prepare your thoughts and answers. When the question is posed begin your response with A1: for question 1 and A2: for question 2 etc.  No answer is wrong! We look forward to seeing you at the #CXO water cooler hosted by @IBMbigdata

Follow the hashtag #CXO throughout the week for articles, facts and nuggets on customer experience optimization. You can also continue the discussion on LinkedIn in the Customer eXperience Optimization group