With almost every industry introducing the latest and greatest innovation at a breakneck pace, it’s easy for a company or association to slip behind despite sincere efforts to stay competitive. The most advanced offering a company releases is rendered almost completely obsolete within a fraction of a second as the “next big thing” looms on the horizon—what is a company to do?
Outlined as the catalyst connecting a company’s employees, solution partners, and customers of a particular product or service, customer communities provide knowledge sharing/training, support, and relationship development through online and offline collaborations. The goal, in essence, is two-fold: to enhance the overall success of the customer and to enable the collective voice of the customer base.
With a strong customer community laid as a foundation for customer success, companies can leverage feedback and galvanize a group of inherently loyal brand advocates. Within customer communities, members can share knowledge about their current solutions while also learning about the future of their industry from their vendor company. Because a successful customer community is independently governed by the customers themselves, though, the trajectory of the community’s growth depends on their own subjective needs rather than the revenue goals of the company.
Although the balance between the role of the company and the role of member leadership in a customer community can often be a precarious one, there are a few unique responsibilities inherent to the company’s position:
With all of these tips in mind, a company can easily strategize how to establish and maintain a successful customer community. The actual implementation of said strategy can be a bit more challenging, but with careful planning and thoughtful dedication to the original vision, a customer community can return a company’s investment tenfold. If you’re considering establishing a community for your customers, let Innovatis Group’s wealth of resources, knowledge, and experience help you get it right.