As a small business owner who has both utilized and built customer communities, I have witnessed firsthand the transformative impact they can have on a company‘s success. In our digital era where switching costs are low, cultivating meaningful relationships with customers is pivotal for organizational growth and resonance.
The Multifaceted Value
Thriving customer communities deliver multifaceted value:
- Strengthened customer relationships and brand affinity – According to Deloitte, 77% of consumers say communities increase brand stickiness. They feel more personally connected and invested.
- A channel for product feedback and innovation – Communities provide a platform to crowdsource ideas for new products or features. A Salesforce study found 63% of customers are willing to share suggestions.
- A self-service support platform – Members often answer each other‘s questions, reducing customer service costs. Data shows they prefer community forums as a first support contact.
- Cultivated brand advocacy – Satisfied, engaged members promote your brand both within the community and externally through referrals and word-of-mouth marketing.
Essentially, vibrant communities lead to greater customer lifetime value, referrals, retention, and revenue.
Strategic Considerations
Constructing a customer community necessitates meticulous goal-setting and planning from the outset:
- Purpose – Is the focus engagement? Feedback? Support? These goals shape decisions.
- Target audience – Who specifically makes up your ideal community members? Age, interests and psychographic data all enable segmentation and personalization.
- Platform evaluation – Should you build a forum on your site or leverage social channels? What features and integrations do you need?
To attract your target members, utilize gamification by rewarding participation with points and recognition. Link to social profiles for easier joining. Share exclusive sneak peeks into products or content.
Choosing the Right Platform
Evaluating the pros and cons various options is imperative:
| Option | Advantages | Disadvantages |
|---|---|---|
| Branded Website | Customization, integrations, control over data/experience | Limited reach/discovery, higher setup costs |
| Social Media Groups | Broad reach, built-in audiences, referral networks | Less control, fragmented data, noise |
| Customer Forums | Purpose-built, focused content and conversations | User acquisition can be challenging |
Table 1: Platform Options for Customer Communities
Most experts recommend launching communities on established networks like Facebook while directing engaged members to your owned platforms for a more branded, personalized experience. This optimized approach maximizes both reach and control.
Moderators are key to nurturing participation and constructive community behaviors, whether employees, partners or brand advocates. Develop guidelines that balance open dialogue with appropriate expression.
Driving Engagement
Building in relevant rewards, content and experiences based on user segmentation is crucial to driving ongoing community participation:
- Top Content Contributors
- Give early access to new products
- Co-creation opportunities
- Public recognition from company leaders
- Most Helpful Support Members
- Points redeemable for discounts/merch
- Personalized guidance from support staff
- Expedited support response times
- High Influence Advocates
- Behind-the-scenes company access
- Initial consultation on new initiatives
- First option on partnership opportunities
As leaders, occasionally stimulate discussions around pain points or new features. Respond to feedback and queries directly from customers. The aim is an ecosystem where members derive exclusive value from meaningful interactions. Liz Jakubowski sums it up well…
"Communities are like gardens – when fostered correctly, they blossom and grow to become platforms for advocacy, loyalty and engagement."
Conclusion
In summary, constructing a high-value customer community takes strategic planning, consistent fostering and optimization around clear business objectives. But communities also take on a life of their own when properly cultivated, organically bringing customers closer to your brand and its mission. Your loyal members will become your best storytellers.
Sources:
Hubspot
Hootesuite
