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Your customers are more than a sales opportunity

Customers can do a lot more than spend money. For example, Cisco saves $200 million annually by means of customer-driven support communities (1). When companies use customers as a resource rather than a sales opportunity both parties benefit. The logic behind this is simple: People enjoy, are more loyal to and do more for people, brands and services they feel connected with.

Customers are a lot more than a cost item. When the right relationship experience is designed, they will play roles ranging from driving sales to helping out other customers. As such, the ask could be as simple as setting their own table in a restaurant all the way up to designing future interactions with autonomous vehicles.
Customers can contribute both strategically and operationally. This means organisations can benefit from relationships immediately, but also use them as a means to differentiate their business in the long run.
Ben Reason Founding Partner

I am a founding partner of Livework having set-up the company in 2001. My focus on keeping Livework at the forefront of service design practice and ensuring we continue to create value for our clients.

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