Whether it's direct feedback, getting to know them better or learning how they interact with products, we want to hear from them. This voice of the customer encompasses someone's experiences along the journey. As an organization, how can you better understand the wants, needs and changes that customers go through, and ultimately should dictate for your products or services?
Customers can be your biggest advocates, so you should be letting them do most of the talking. According to online surveys, customer reviews are trusted 12 times more than a marketing piece from an organization. The importance of unfiltered interactions extends past the research phase. A recent study completed by Oracle's RightNow Technologies indicated 9 out of 10 consumers said they would pay more to ensure a superior customer experience. Gone are the days of prospect and customer interactions being controlled by marketing and support departments.
Organizations can't filter or ignore these voices, nor should they. Online communities can be your gateway. They streamline support and act as the first line of defense for those customer success teams. Online communities can solve your customer experience woes.
We consider this list our top three for community benefits:
Harness activity that takes place online, by providing a trustworthy space for customers to speak their minds and crowd-source useful content. Opinions, discussions, blogs and more will become the most useful and popular collateral, but also the preferred content for customers to share. What resources and programs are bringing your customers' voices together?