Clubhouse is the social media hype of the moment. Many of you are finding new friends and interesting content while exploring the platform. At the same time, many companies wonder what the role of Clubhouse can be in their customer experience strategy. In this post, I want to share four customer experience tactics you can use on Clubhouse. Enjoy. And…see you on Clubhouse of course.
What is Clubhouse?
I loved the The Guardian’s description of ClubHouse: “Part talkback radio, part conference call, part houseparty, Clubhouse is an audio-chat-based social networking app”. Users can listen in to conversations, interviews and discussions between interesting people on various topics – it is just like tuning in to a podcast but live and with an added layer of exclusivity. Today Clubhouse only works on IOS, so you need an iPhone to experience this new cool place. If you are still looking to get an invite, send me a private message and I’ll be happy to get you on the platform.
Should companies try Clubhouse?
Many business leaders wonder if they should experiment with Clubhouse. I’ve been on the platform for a few weeks now and my experience is quite positive. There are many interesting people on the platform, the threshold to join in a conversation is very low and the content is quite good. And of course, as with any new social network: the attention span of its users is high. So this is a good time to experiment with it. The one big downside is the fact that it’s a time-consuming platform. It’s not like Instagram or Facebook that you can quickly check in between two meetings, you really need to sit down for this one. So if you have limited time (don’t we all), then it is matter of finding the conversation you really value.
Four Customer Experience Tactics for Clubhouse
In this article I wanted to share some easy-to-implement tactics on how you can use Clubhouse for your customer experience strategy.
- Invite your customers on stage
If you have a Clubhouse event planned, make sure to invite some of your customers onto the stage with you. It will improve the quality of the conversation and put your customer in the spotlight, which they will appreciate. You could invite them to bring in their expertise and while doing so, you are indirectly helping them promote their own company. Customers always appreciate such opportunities.
- Organize a Q&A about a hot topic in your industry
Offer value for customers through your knowledge about a hot topic. What is the current hype in your industry, what area occupies people’s minds or which trends would you like to focus on? Once you have found the focus of the conversation, you plan a room. A good approach is to have a moderator and an expert panel. You can kick off the session with some guided questions from your moderator before you open up the floor to questions from the audience. Inform and invite customers in advance so they can add the session to their calendar like they would with a traditional event.
- Attend the Clubhouse events of your customers
You can share content to bring value to your customers but Clubhouse is also a fantastic platform to learn more about your customers. Joining your customers in one of the rooms gives you the opportunity to learn more about them. It will bring new insights and learnings that may help you optimize your relationship. And on top, they will appreciate it to know that you care about their content.
- Organize a ‘premium’ Clubhouse event
Now and then you could host a ‘premium’ event at clubhouse. See it as an important physical event that you would organize in non COVID times. For a premium event make sure you have a nice line-up. You could invite your CEO or a senior executive, you could invite an external guest to provide input and maybe bring a CEO of one of your customers on board. Prepare this session properly to ensure engaging conversation. You should also plan a little Q&A session for the audience. The level of interactivity and engagement of such an event is quite high. Sometimes you can even create an opportunity to meet with someone who would be unreachable under normal circumstances. Some of the busiest rooms had speakers like Elon Musk and Marc Zuckerberg. In other words, setting up premium events with high-level content is a rewarding tactic. Make sure you announce this to your clients in advance like you would with any other event.
Keep a certain rhythm
You can create ad hoc rooms on Clubhouse or create a daily/weekly/monthly show. Both can work, although I would advise that you settle into a steady rhythm to help you build an audience. This makes it easy for your customers to know when you are live so they can organize their schedule accordingly. It’s like with all social media, if you create content regularly the impact is much higher than if you just show up once.