An increasing number of companies and membership organizations are implementing online community strategies to maintain better relationships with their customers or members. Online customer communities and member communities deliver tangible benefits to organizations"”ranging from improving customer retention and satisfaction to lowering support costs and recruiting more customer advocates.
Despite this growing popularity, many organizations are still struggling to get from the "why" to the "what" of building a successful community strategy. Often, people hear about active online customer or member communities in their industry or they see competitors launching online community strategies. However, they have trouble getting from "we should look into doing this" to "here is how our organization can leverage these type of strategies."