Turn Your Company’s Internal Processes Into Customer Engagement Tools.

In this new world of always on, always connected media, companies are looking for ways to create deeper engagement with their customers. Some create all kinds of elaborate gimmicks, contests or even complete online shows featuring their product. There's nothing wrong with that. But, the answer could be staring you right in the face. It could be something you're already doing. All you have to do is make the customer a part of it. Look at some of your company's internal processes. What do you do that would be of interest to a customer, if you just let them in on the process?

Last year, a restaurant chain client of ours, the Kolache Factory, let customers take part of an internal competition they had to create new kolache recipes. It was a big success, in terms of engaging their customer base and crowdsourcing product.

What's a kolache you say? It's a Czech taste treat. A slightly sweet roll that either has some kind of fruit topping or is filled with savory goodness, like sausage and cheese. The Kolache Factory is always rolling out new ones as a kolache flavor of the month, like a Philly cheese steak kolache or a jalapeno popper kolache. When looking at ways to engage the customers through social media, we suggested they let customers submit ideas for the kolache of the month. Turns out they had something better to offer.

Every year they have an internal contest called the Kolache Olympics. Teams of bakers could submit any recipes they wanted, along with some celebrity suggestions. Then a panel of judges would pick the winners in several categories. So, to bring the customers into the equation, they started inviting them to submit recipe ideas via Facebook and Twitter. The best ideas were then tried out in the test kitchen. Those customers whose ideas turned out well were then invited in to head their own team of bakers (provided by Kolache Factory) at the Kolache Olympics.

Then, to involve customers who didn't have recipe ideas, a Twitter contest was created where you could submit your name to be on the panel of judges with local celebrities. One follower who tweeted interest was chosen at random and became the fourth member of the judges panel. A good time was had by all and lots of traditional press coverage resulted from the event.

It was such a success, they did it again this year. Two customer recipes have won Kolache Olympic gold and have had their recipe go on to become a featured kolache of the month. One won in the savory category. It was filled with Italian meats and four cheeses. The other won in the sweet category and was a peppermint bark kolache that was featured during the Christmas holiday season.

So, take a look at the things you're doing internally. Where can you let your customers in and participate – or at least get a peek behind the curtain? Some of the best ways to engage your customer base may be things you already do. Just invite them in to be a part of it.

Mike McClure, Yaffe Group Exec Creative Director & Social Media Guy