Bryan Eisenberg: How was it decided TechSmith needed an evangelist?
Betsy Weber: Our evangelism program is a natural fit for our company culture and our products. When the book “The Tipping Point” came out, the whole company read it. The light bulb went off. As a company, we’d always practiced evangelism, but we didn’t know what it was called and didn’t have someone dedicated to it.
Evangelism makes great business sense. It’s a cost-effective business strategy that allows us to take our wares directly to our customers. Many of these customers are early adopters or trend setters who can influence friends and coworkers within their industries.
Evangelism makes our products better. With our customers’ input and feedback, we can continually improve our products, services, and customer service.
Evangelism has changed our behavior and the direction of the products. A formalized program has given us the means to listen to more customer feedback. Having multiple channels to listen to customers is a vital part of our development process now.
We’ve set up channels that provide all departments in the organization with feedback about each process. Actively listening to what everyone has to say about our entire organization has caused us to change for the better. Integrating the customer into our daily business processes is a great reminder, motivator, and democratizing force.
BE: How is your success measured?