“ Despite the authority of word of mouth when it comes to consumer decision-making, advertisers still have a major say in the process … the majority of people posting comments online went to the advertiser website or emailed feedback to the company before they posted.
(Nielsen Global Online Consumer Survey, April 2009)
Provide an online platform to facilitate communication – customer-to-customer, customer-to-Enterprise, and Enterprise-to-customer. An online community will empower users to find, share and discuss products, market conditions, best practices, news, trends and other information that helps them to be successful. The objective is to help customers become better customers, thus increasing their satisfaction, renewal rates, referrals and opportunities.
Hosting an External Community The Culture Shift
NOT just another outbound vehicle
Everyone’s invited (customers, prospects and industry onlookers, competitors)
Offers a new level of transparency
Commitment to responsiveness
No longer about budget, but timely, authentic interaction
Requires collaboration throughout the enterprise (breaking down silos)