Alpha consumers are the early adopters. They could be made a company’s ambassadors. They shape the product of the company. It is better to nurture such customers. They facilitate the initial marketing efforts and testing of the product. An ordinary customer becomes an alpha customer when he repeat purchases, when he is a social media evangelist and when he refers the service to others actively.

A company communicates with alpha consumers — both online and offline. There are offline meetings, contact programmes. There are online groups, blogging and hosting. Alpha consumers use different forums like quora to motivate potential customers to try the service or product. A company keeps in touch with the community through WhatsApp and Twitter. The feedback is well-received. Alpha consumers can be roped in core decision process. They can host events on behalf of the company. They are given both monetary and non-monetary incentives.