Almost every business wants to satisfy its customers, but as simple as that sounds, it can be incredibly hard. Customers’ needs change all the time, so how can you keep up without comprising your brand values or quality?

One of the most effective ways to achieve high customer satisfaction is by using customer feedback and suggestions. Prosumers are users that are involved in the creation or customization of the products or services they purchase. 

They provide feedback and suggestions on how they would like the products and services to be. This allows you to figure out what your customers need and tailor your products or services to meet their needs. 

In this article, we’ll discuss who prosumers are, their importance, and how to attract them.

What Is a Prosumer?

The term prosumer is a combination of the words “producer” and “consumer.” So, a prosumer is a person that both produces and consumes products or services.

Prosumers are not passive consumers; they are actively involved in the production or customization of the product or service.  For example, a jewelry company that customizes accessories based on customers’ names.

Online surveys and social media communities are significant contributors to the prosumer movement. Brands use these channels to collect valuable data from customers and tailor their products and services to their preferences.

What Is the Difference Between Consumer and Prosumer?

The main difference between a consumer and a prosumer is that a consumer simply purchases and uses products or services, while a prosumer produces and consumes them. For example, a consumer simply purchases energy units from a utility company, while a prosumer buys solar panels and generates their energy.

Consumers are not involved in the production or customization processes. They are end-users of products and services, they simply buy and use a brand’s products or services.

Prosumers, on the other hand, are customers who not only buy and use products but also contribute to the production or customization of products or services. 

From a marketing and business perspective, prosumers are engaged users who are invested in the growth and optimization of your products and services. This makes them valuable contributors to product development and marketing strategies.

Typically, prosumers participate in the production process by providing feedback on desired features and customization requests. In some cases, prosumers create their content or products using the brand’s tools and resources.

Features or Characteristics of a Prosumer

• Active Involvement

A prosumer is actively involved in the production of the product and services they consume. They do this by providing feedback or using the brand’s tools and resources to create their products or content.

• Knowledgeable

Most prosumers do extensive research on your products and services before purchasing them. They research your product’s qualities, such as pricing and features, to ensure it meets their needs.

This enables them to provide valuable insights for product development and optimization.

• Customization Requests

Most prosumers are vocal and proactive about their preferences. They will tell you how they want the products and services to be configured, some even make their modifications.

• Willingness to Pay

Prosumers are also willing to pay more for personalized products and services. Most prosumers believe that a product or service that meets their needs is worth the extra cost, so they will pay more for products developed with their input.

• Socially Connected

Prosumers don’t just buy your products and services; they also interact with your brand. Most of them are a part of your online communities and subscribe for product updates.

Some may share their experiences on social media, connect with other prosumers, and act as active brand ambassadors for your products and services.

What Is an Example of a Prosumer?

• GoPro

GoPro is a camera company that designs cameras for users who want to grow their photography and videography network and skills. The company encourages its customers to upload their footage to its website and social media platforms.

• NikeID

It is Nike’s online customization platform; it allows customers to create custom sneakers by selecting colors, patterns, and the material to be used.

• Etsy

It’s an online marketplace that allows users to sell their handmade or vintage products. Etsy allows its users to create storefronts, customize their listings and connect with buyers directly.

• Wikipedia

You’ve probably heard “anyone can be on Wikipedia” if you’ve ever tried using Wikipedia as a citation. Well, it’s true, anyone can contribute to Wikipedia as long as they have an internet connection.

Wikipedia is a collaborative online encyclopedia that exists because prosumers create and edit its content.

• Tesla

Tesla’s electric cars are designed for people who care about sustainable transportation and renewable energy. The company encourages its customers to provide feedback, customization requests, and referral programs to reward customers who promote the brand.

The Importance of a Prosumer to Your Company

Prosumers are highly valuable to your company, here’s why:

• Innovation

Prosumers are heavily invested in the development and improvement of the products and services they use. They are aware of the strengths and limitations of your products; soliciting their feedback will help you effectively identify areas of your products and services that should be improved.

• Marketing

Another advantage of having prosumers is that they are excellent brand ambassadors. They are not simply telling people to use your products; they are knowledgeable enough to explain why your product is the best option.

Most people trust reviews more than promotions and ads from the company itself. Having an actual user share their experience carries more weight and is more effective in persuading new customers.

You can leverage your prosumer community by creating loyalty programs and referral rewards. This will encourage them to engage with your brand online, share their experience, and recommend your products to their network.

• Customer Satisfaction

Having a prosumer target audience requires a high level of customization to ensure your products meet their needs. 

Providing personalized options to customers and encouraging them to make product suggestions or create their own increases customer satisfaction.  It also shows how much you care about their needs, which will help you build a positive relationship with them.

• Boosts Revenue

Prosumers typically do not buy from a company unless they are certain the product or service meets their expectations. As a result, the majority of prosumers are willing to pay more for your products, which increases your profits.

• Brand Loyalty

Prosumers are loyal customers by default; most would prefer that you improve your products and services rather than switch to a competitor. 

They are also highly engaged users, which allows you to build a relationship with them. This allows you to build a positive brand perception and gain their trust as well as loyalty over time.

Tips to Get Prosumer Customers in Your Business

Here are some tips to help you attract more prosumers to your business:

• Build a Community

Prosumers are active and highly engaged customers, they want to be a part of a community where they can learn about your products and share their views. So, identify the channels your customers engage with and build an active community there.

• Reward Active Users

Find users who are enthusiastic about your products and reward them for it. You can offer loyalty discounts, set up a referral program, or incentivize user-generated content for your products or services.

• Encourage Feedback

Prosumers are often invested in the products and services they use, making them a valuable source of feedback and ideas. Encourage them to provide feedback and suggestions for product development and innovation.

• Collaborate with Prosumers

Don’t just collect feedback; involve prosumers in the product development process as well. This not only allows you to create products that effectively meet their needs, but it also allows you to establish a partnership with them.

You can do this by providing them with upcoming product updates, collecting their input, and using it in your product development plan. 

Keep in mind that users are more likely to give you honest feedback if they trust you. So, before attempting to collaborate with prosumers, ensure they trust you and see you as an approachable brand.

• Offer Customization

Most prosumers prefer personalized products and services. Offering custom products or allowing users to create their modifications helps you attract prosumers looking for products that meet their specifications.

• Provide Value

We’ve established that prosumers want personalized products and are willing to pay extra for them. Prosumers are also customers that thoroughly research products to ensure they meet their needs before buying.

So, if you’re looking to attract prosumers, you need to prove that your product is worth their investment. Start by ensuring that your products and services are of high quality.

Also, make sure that product attributes like pricing and features are easily accessible so that prosumers can quickly see your product values and choose your brand.

• Emphasize Sustainability and Social Responsibility

Many businesses are missing out on prosumers because they are not vocal about their sustainability practices. Prosumers are often interested in sustainability and support socially responsible brands.

Highlight your sustainability practices and how you impact communities around you. This is an instant attraction to prosumers looking for socially responsible brands.

Conclusion

Prosumers want to be part of the product development process, are loyal customers by default, and are willing to pay more for products and services that meet their specifications. As a result, having them as customers is a great win for your bottom line.

Start converting your existing customers into prosumers and attracting prosumers to your business by collecting and implementing customer feedback and suggestions.