A typical customer journey is a vast and tangled experience. The path your customer take to becoming a customer and staying a customer is rarely straightforward.
The significant increase in online community management blogs, resources, and services over the past couple of years suggests that online community strategies are rapidly moving into main stream business strategy discussions. However, for some corners of the business landscape, it's already there. As usual, tech startups are leading the way in making effective use of this emerging approach to marketing and customer management.
At this point, you're probably tired of hearing about inbound strategies. However, there's a reason inbound marketing, sales, and customer communication has changed the way people do business. There's a reason they're so popular.
Many companies are experiencing real benefits of managing customer and partner relationships through online customer communities.
Active communities provide valuable insight into your customers' challenges and motives, which in turn helps your company to create even better products and services. Providing an always-on network of peer-to-peer support can also lower customer service costs by taking some of the burden away from call centers and other support personnel.
Chief Marketing Officers have a lot on their minds - from nuts and bolts lead generation to brand management to partner development. So, it's a big deal that customer engagement tops the list of CMOs priorities. According to a Korn/Ferry International survey, customer engagement leads the list of the things that keep CMOs up at night.
NEWS FLASH! Your perspective customers would rather hear from people like themselves, than from your marketing and sales departments.
Bill Lee joins us for this episode of ProCommunity, the show where online communities meet business performance.
Bill is the founder of the Customer Reference Forum, a group dedicated helping companies enlist customers to help them market and sell. Each year the Customer Reference Forum also runs the Summit of Customer Engagement to bring customer reference and engagement professionals together. He is also the author of the new book, The Hidden Wealth of Customers. Bill can be found at blog.customerreferenceforum.com.