Marty Cagan, a well-known thought leader in Product Management, published “Charter Customer Programs” in 2007. It’s fascinating when you find an article written at least a decade ago that still holds today.
As I look at how we run customer and community programs in our startup, I can attest to the benefits they bring to both the customers and the company.
Customers get early and significant product input, early access to the products. They get most, if not all, of our products for free. In exchange, the company builds a strong relationship with customers available for ongoing questions and dialog who provide timely feedback. More importantly, they serve as strong advocates.
The key to running such programs is acknowledging and rewarding these customers whenever possible. In our case, we mention them in our launches, bring them in during company parties, and give them limited edition swags. They are always top of mind.
You will have many customers who would be interested in the beginning, but only the most loyal ones will continue. There will also be times where you might lose their trust, especially as your company grows over time, and you make business decisions that may not resonate with them. During these times, you’d have to put mechanisms to regain their trust and win them back.
Many elements within the program highly depend on the culture that you’ll create. Make sure you capture those positive signals and double down.