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Customer Engagement Posts

ICYMI: Key Takeaways From Our 2018 Super Forum Keynote Speakers

Written by Elizabeth Bell on November 13, 2018 at 7:45 AM | 6 minute read

What’s the connection between customer loyalty and Lady Gaga? Why are many Generation Z-ers best friends with their parents? Are you a “One-Percenter” (aka SUPER fan) for anything? Do you try to understand generational differences or tend to look down on them?

These are just a few of the fascinating questions we walked through with keynote speakers Jackie Huba and Kim Lear at Super Forum this week. Both women, experts in their fields – Jackie in customer loyalty, and Kim in workplace trends – shared insights we can apply to our workplace, in our families, and with our members and customers.

We wanted to recap both speeches, for those of you who couldn’t make it or missed the live stream, and for those of us who were there and don’t want to forget a minute from the keynotes!

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Topics: Super Forum, Member Engagement, Customer Engagement, Millennials

Customers for Life: Meet the Zenoss TechZen User Community [Case Study]

Written by Caitlin Struhs | on October 30, 2018 at 5:10 AM | 5 minute read

Today’s preferred customer experience combines support, community, and outreach into one unified platform.

Zenoss has facilitated a user community for over 10 years, becoming the de facto online gathering place for IT Ops customers. Recently, Zenoss enhanced customer experience by revamping its online community – name, brand, and all.

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Topics: Online Community, Customer Engagement, Engagement, Customer Success, Customer Experience, Customer Support, User Group Communities

Engagement, Upsell, Advocacy: How Community Tools Can Transform Your Customer Marketing

Written by Elizabeth Bell on October 2, 2018 at 7:45 AM | 4 minute read

Marketing to your customers is hard work – sometimes it can feel like you’re pushing the same boulder up a hill every day, like good ol’ Sisyphus.

Customer marketing can come with great rewards, though, especially if you’re using tech tools to make your life easier.

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Topics: Customer Advocacy, Customer Success, Customer Engagement, Customer Retention, Customer Communities, Online Community

Is Marketing Automation Going to Take Away My Job?

Written by Courtney Ellis on August 23, 2018 at 8:06 AM | 3 minute read

It’s a valid fear – as marketing automation adoption increases, many seasoned marketers are wondering if they’re automating themselves out of a job.

The short answer is no. Automation can be the best piece of technology in your toolkit, enabling you to work faster and more efficiently and create content that is befitting of your amazing subscribers.

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Topics: Email Marketing, Email Deliverability, Marketing Automation, Member Engagement, Customer Engagement, Marketing, Engagement

Google's Push to Purge Your Low-Engagement Emails

Written by Sara Maloney on May 3, 2018 at 12:11 PM | 4 minute read

 HL Blog-Gmail-Unsubscribe-Low-Engagement-Email

In the last few months, Google added a feature to users' Gmail accounts. It's meant to help you easily unsubscribe from emails, and it looks something like this:

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Topics: Marketing Automation, Email Marketing, Email Deliverability, Member Engagement, Customer Engagement

Building Personas: Defining Your Audience

Written by Shayna McGroggan | on February 8, 2018 at 2:30 PM | 4 minute read

Creating personas is a valuable practice for many departments across organizations. From marketing and sales to product and client success, personas help teams to focus on understanding the needs and pain points of their prospects or customers. This helps organizations deliver more personalized experiences, content, and solutions that are tailored to meet the needs of specific segments of your audience. 

To serve your audience well, you have to know them. Before you can start drafting and developing your unique personas, you have to get a data-driven understanding of your environment. This means getting a firm grasp of the makeup of your customer base, your website traffic, and your competition. 

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Topics: Marketing Automation, Customer Engagement, Marketing, Communications

4 Customer Retention Metrics You Can Find in Your Online Community

Written by Julie Dietz on November 2, 2017 at 8:30 AM | 4 minute read

Customer communities are designed to keep your clients engaged, informed, and satisfied with your business so they stay with you longer, making repeat and additional purchases.

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Topics: Customer Retention, Online Community Management, Customer Engagement, Online Community

Your Online Community is Biased—Three UX Tips to Engage Everyone

Written by Molly Talbert | on September 7, 2017 at 8:30 AM | 5 minute read

It’s time you face the facts—your online community is biased. Customers bring their own bias when they engage on the platform and community professionals build in bias as they create the space and social norms. Biases are there, baked into your community from all sides—there’s no getting  around it.

Biases aren’t always bad. In fact, community builders often work to create certain biases that encourage behavior they want to see in the community. For example, a ‘family friendly’ community might encourage limited  participation during the weekend or after working hours, creating a “spending time with family”  bias. It is subtle but sets an expectation that drives the way members engage.

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Topics: Associations, B2B Communities, Customer Engagement, Online Community

Turn Customers from Promoters to Creators

Written by Molly Talbert | on August 24, 2017 at 8:30 AM | 5 minute read

Are happy customers as engaged as they can get? Or is there any way to increase their engagement—by giving them more purpose and helping your organization create more value for all members? As it turns out, there is more to customer engagement beyond simply being a “happy customer”—specifically what we call “promoters” and “co-creators.”

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Topics: B2B Communities, Customer Advocacy, Customer Engagement, Online Community

How to Increase Participation in Your Online Community Using Social Psychology

Written by Julie Dietz on March 14, 2017 at 8:30 AM | 6 minute read

I’m miserable at all types of computer coding, but I learned basic HTML at my first job out of college – not because I wanted to learn, but because all my colleagues knew HTML. They thought I should too and every day they’d remind me to try Codecademy for free lessons. I gave in and started studying. A few months later, my new HTML skills led to a raise. Eventually, they even landed me a better job.

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Topics: Online Community Management, Member Engagement, Customer Engagement, Online Community

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