It’s an old theme of mine, but it comes up time and time again: the customer sheep dip.
Creating a written or video customer reference, case study or testimonial takes time and effort, and that translates into love, care and attention. For a relatively short period, the customer is treated with super-soft kid gloves, encouraged and persuaded to say nice things and to sign off the resulting piece of art.
And then – puf! Everyone disappears.
Like the sheep that has been dipped, the farmer doesn’t care any more.
How does your customer feel? Wet, soggy, abandoned? Probably!
Next time you plan a written or video customer reference, case study or testimonial, have a think about the sheep dip!