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Customer Experience Posts

Listen Up + Level Up: How to Actually Hear What Customers Say

Written by Gabrielle Wathen on May 22, 2019 at 12:14 PM | 6 minute read

Once upon 1995, Lisa Loeb released a song that includes the lyric, “You say I only hear what I want to.” I am telling you this (not only because the song is stuck in my head) but because it might serve you to ask yourself if you are being selective about the customer feedback coming your way. When you peruse customer discussions in your online community, how do you react?

Are you only hearing what you want to, or do you know how to actually hear what your customers (both happy and dissatisfied) have to say? Tougher question: Are you even asking for customer feedback?

There is a clear distinction between simply hearing someone, and active, engaged listening (especially when you’re responding to discussions posts within your online customer community or interacting with folks at live events). Alas, it all starts with y o u, yes, you.

In this piece we’ll tap into the three levels of listening: internal listening, focused listening, and global listening.

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Topics: Customer Communities, Customer Experience, Member Engagement, Customer Support, Customer Success, Online Community

8 Reasons Your Customer Support Improves with an Online Community

Written by Nick Mignogna on May 1, 2019 at 10:14 AM | 9 minute read

In today's global economy, you're no longer competing with just the businesses in your town. You're competing around the world, and you may offer similar products and services to half a dozen other vendors, maybe more. You need a way to differentiate yourself outside of product and price, which can only be tweaked so much.

Smart businesses that find themselves in this situation turn to customer support as the differentiator.

Excellent customer service and support are highly effective ways to stand out because they also build loyalty among your customers. It will often cause them to select you for renewals and recommend you even if your prices are higher than the competition. Just consider these stats:

  • 95% of global consumers said good customer service is an important influencer of their brand loyalty [Microsoft]
  • 61% have stopped doing business with a company due to poor customer service [Microsoft]
  • 75% of companies believe they’re customer centric, while only 30 percent of consumers agreed [Capgemini]

Clearly, there’s a major divide between perception and a hard reality.

So how do you create a great customer service experience that puts you on the right side of these statistics?

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Topics: Online Community Management, Customer Communities, B2B Communities, Customer Experience, Customer Support, Collaboration Tools, Customer Success, Online Community

Talkin’ SaaS Stats: Customer Success is Having a Moment

Written by Gabrielle Wathen on April 11, 2019 at 1:47 PM | 6 minute read

Which begs the question…what took so long? It’s simple. Without customers, you don’t have a business. Without happy customers, you don’t have a successful, profitable, sustainable business. For B2B Software-as-a-Service (SaaS) companies, investing in customer success isn’t optional – or, at least it shouldn’t be, at this stage in the game.

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Topics: Customer Experience, Customer Success, Marketing Automation, Online Community

The Importance of Language for Your Community

Written by Ben Rossell | on April 4, 2019 at 9:21 AM | 4 minute read

I recently read Trevor Owens’ book, Designing Online Communities, which looks at the design process for web communities from a cross-disciplinary perspective. He discusses how psychology, sociology, history, linguistics and other fields of study can influence and inform our thinking about online communities.

Owens showcased the value of taking time to think about and develop a language for an online community. After reading his case, I’ve put together three questions on language that you can consider to improve your community’s language.

Let’s discuss the importance of language for your community, highlight where we’ve seen language used effectively, and dive into what we can do better as online communities.

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Topics: Communications, Online Community Management, Customer Experience, Member Experience, Online Community

3 Reasons Why You Should Be Marketing to Your Existing Customers

Written by Elizabeth Bell on April 2, 2019 at 9:24 AM | 5 minute read

Bringing in new business is and always will be important. However, marketing doesn’t end when the ink is dry on the contract. Where are you focusing your efforts after that initial sale?

Your new customers shouldn’t disappear into a black hole, never to hear from you again – that initial transaction should be the start of their defined customer journey, complete with strategic touchpoints for success.

Engaging current customers positively impacts overall business goals in several ways, including increasing revenue by generating opportunities for sales of additional products and services.

The problem is that not enough companies connect these top goals with customer marketing. Let’s explore three reasons why you should hone in on marketing to your existing customers.

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Topics: Customer Experience, Customer Retention, Customer Advocacy, Marketing Automation, Online Community

3 Lessons from a Unicorn: How to Harness Customer Feedback to Drive Brand Growth & Success

Written by Gabrielle Wathen on March 28, 2019 at 8:49 AM | 5 minute read

Facts: The Unicorn is Scotland’s national animal; you are reading this right now; and Glossier, a direct-to-consumer beauty brand, recently joined the ranks of other female-founded “unicorns” (privately held startup companies valued at over $1 billion). How? Customer listening.

Emily Weiss, Glossier founder and CEO, managed to transform what started in 2010 as her beauty blog Into the Gloss... into a beauty brand valued at $1.2 billion, and they recently launched Glossier Play, their colorful spin-off brand. On what she did differently, Emily says:

“Many of the beauty brands I grew up with were expert-led. They told me what products were in style and how to use them. From the start, I wanted to take a different approach with Glossier by co-creating the brand and products with customers.”

If you haven’t harnessed the power of customer feedback, you’re missing a serious opportunity to grow your brand into a community of advocates with customer success and satisfaction in mind. 

You don’t need to have the same business structure as Glossier to heed lessons from their approach - B2B brands can benefit from using engagement tools like online community and marketing automation to tap into their customer base on a more personal level for product collaboration, customer feedback, and brand growth. 

So, let’s talk about the power of people, since all companies are really “people to people” at their core, you know?

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Topics: Marketing, Customer Communities, Customer Engagement, Customer Experience, Customer Retention, Collaboration Tools, Customer Success, Customer Advocacy, Online Community

What is an Online Community? The Basics & Benefits

Written by Hunter Montgomery | on March 7, 2019 at 11:25 AM | 6 minute read

In the fast-paced world of modern technology, many leadership executives and organizations understand that building online communities for their customers or members to learn, share, and collaborate is critical for increasing growth and relevancy.

They know that successful online communities can help them engage and inspire their audience, creating the unique and individual experiences that improve the overall customer experience (CX). Focusing on CX in tandem with your online community is incredibly valuable in terms of driving loyalty, by the way.

Research from the Temkin Group found that companies that earn $1 billion annually can expect to gain, on average, an additional $775 million over 3 years of investing in customer experience (with SaaS companies standing to earn the most, at $1 billion).

For those who are still learning or want to brush up on their knowledge, we’re here to offer some clarity on what a successful online community is and how it can benefit organizational growth by helping you deliver value to your customers, partners, members, or prospects.

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Topics: Online Community Management, Engagement, Customer Communities, Member Communities, B2B Communities, Customer Experience, Member Experience, Member Engagement, Online Community

Does Your Community Throw Love at the World? (Time to Start)

Written by Gabrielle Wathen on February 14, 2019 at 2:58 PM | 8 minute read

So, I’m sitting here amid three monitors reveling at my flourishing desk plants, surrounded by my fellow marketers and community builders, as the sound coming through my earbuds drowns out their faint keyboard clicks and nearby sneezes, when it hits me: some of y’all aren’t showing your community enough love... and it shows.

I’m listening to the ever-so-delightful Jonathan Van Ness, of Netflix’s Emmy-winning show Queer Eye, chat with Reese Witherspoon about lady entrepreneurship on his podcast Getting Curious. As if their charming and gracious voices streaming into my ears wasn’t enough, their conversation is topical and genuine… and Reese just said something low-key amazing:

“I think the most profound thing you can do if you are an artist or a community builder is just throw love at the world, in any capacity you can.”

-Reese Witherspoon

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Topics: Engagement, Member Retention, Customer Experience, Member Experience, Customer Retention, Marketing Automation, Online Community

SaaS Customer Onboarding: A 3-Step Guide for Streamlined Success

Written by Elizabeth Bell on February 12, 2019 at 8:18 AM | 5 minute read

Like making a first impression with a new acquaintance, SaaS customer onboarding has a big effect on whether your customer’s trajectory with your company is positive or negative.

Imagine you’re the main point of contact or user of the software element your company has purchased. You had a great experience with the salesperson, but now that you’ve signed the deal, you’re unsure about next steps. You find yourself poking around on your own and investing lots of time figuring out what to do next…

This situation doesn’t spell great news for a new customer.

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Topics: B2B Communities, User Group Communities, Customer Experience, Customer Success, Marketing Automation, Online Community, Integration

Customer Journey Mapping 101: The What, Why, and How

Written by Renee Schaefer on February 5, 2019 at 8:01 AM | 8 minute read

Renee presented on this topic at Higher Logic’s annual user conference, Super Forum.

Talk about the importance of the customer experience is everywhere these days, and it’s not just analysts or leading organizations doing the talking anymore. Delivering a consistent, low-effort customer experience from end to end has huge business benefits, but requires a fundamental organizational commitment that must cut across departments and teams.

A great way to get your organization on board to measurably improve the customer experience is to step into the customer’s shoes and experience that journey from their perspective – what your customers are doing, thinking, and feeling along the way.

Customer journey mapping will help you identify, with data, what’s working, what’s not, and will compel you to take necessary actions to improve.

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Topics: Engagement, B2B Communities, Customer Experience, Customer Retention, Customer Success, Online Community

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