Professional Documents
Culture Documents
www.getsatisfaction.com
INTRODUCTION
YOUR AUDIENCE
IS READY
AND WILLING
TO BE MORE
THAN JUST
CUSTOMERS.
Despite consultants and analysts
repeatedly explaining for years
(in every variation and in no uncertain
terms) how the customer landscape
changed, brands still arent listening.
Many companies slightly tweaked their strategies a
few years ago, signing up for Facebook and Twitter
and calling it a day. But now theyve fallen behind, as
the gap between best-in-class enterprises and laggard
businesses grows every month, week, and day.
Introduction
There is a way to
make the customer
experience
more thorough,
comprehensive,
and fully engaging:
provide a community.
INTEGRATING COMMUNITY
INTO YOUR MIX:
Improves customer experience
Reduces support workload
INDUSTRY
1
21.76% Other
7.99% Education
6.61% Nonprofit/Government
3.58% Finance
7
1
4
2
3
REVENUE
NUMBER OF
CUSTOMERS
5
4
5
26.98%
10K+
5.85%
$501M$1B
7.92%
5K10K
5.85%
$201M$500M
11.73%
1K5K
16.31%
$50M$200M
11.44%
5001K
41.94%
100500
Introduction
8.62%
$1B+
67.08%
<$50M
3
2
3
2
Introduction
WE
HOPE
YOU
ENJOY
THE
READ.
4
CHAPTER 1:
WHAT
COMMUNITY
GIVES YOU
You either know your audience front and back, or you
still dont have a customer community.
Community is a key element in any ideal customer
experience. It doesnt just give your customers a
voice; it provides your audience with the tools and
opportunities necessary to go from prospect to
customer to advocate.
But community does more than even that. It has the
power to shape the customers lifecycle.
72% garner
feedback and
insights on how
existing products
are used.
63% discover
ongoing voice-ofcustomer insight.
450+
registered users
78,000+ 26,000+
page views
unique visitors
FASTER PRODUCT
INNOVATION
INCREASED CUSTOMER
ENGAGEMENT
28,000 customer
contacts
1,200+ community
members
Its not enough to simply have a vendor you trust. Your vendor needs the
capabilities to provide you with the technology for a fruitful and effective
branded community platform. Dont settle for anything less.
Consumer-centric design
Rapid deployment and time to value
Affordability
CHAPTER 2:
MODERNIZING
SUPPORT
ACROSS ALL
CHANNELS
Your community should be a strong combination of
both civilization and wilderness, providing structure
and permitting freedom. Community managers should
orchestrate helpful forums and conversations. But
the right implementation and proper brand culture
cultivation can inspire your customers to discover
their own effective solutions and seek ways to help
one another.
72
OF SURVEY
RESPONDENTS
SAY COMMUNITIES
PROVIDE BETTER
CUSTOMER SERVICE.
43
PRODUCTS
PRICE
37
20
TODAY
50
34
16
2020
Source: Walker, Customer 2020: The Future of B-to-B Customer Experience
84
User-friendliness
Personalization
Relevance
Engagement
10
TRANSFORMING CUSTOMERS
INTO ADVOCATES
Your customers turn to you when they have problems,
but the most helpful answers often originate from other
customers whove had the same experiences, either
with your brand or another. It offers a relatable peer
perspective, rather than a seemingly distant organization,
and customers trust other customers more than they
trust brands.
57
BEST PRACTICES:
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CHAPTER 3:
THE MARKETING
ADVANTAGE
YOU NEED (BUT
DONT HAVE)
You have invested marketing budget and endless effort
in making your website content rich and easy to find.
You monitor SEO rankings. Your team is cranking out
new content. You are feeding the content beast to
keep your website fresh and your traffic energetic.
Imagine this: What if you had a whole new source of
credible, rich content to help increase your inbound
traffic, with no additional work for your marketing
team? Enter community.
Communitys peer-to-peer support advantages are
obvious. Less obvious is the way a community can
dramatically increase your SEO and brand reputation.
A BUILT-IN EXTENSION
TO YOUR MARKETING TEAM
Community allows you to acknowledge, develop, and nurture relationships with your
brands advocates. After all, people listen more to other customers than to brands.
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68%
OF SURVEY RESPONDENTS
SAY COMMUNITY FOSTERS
A MORE SOCIAL AND
ENGAGING WEBSITE.
63%
SAY THE SOCIAL CUSTOMER
EXPERIENCE DIFFERENTIATES
THEIR BRANDS.
Chapter 3: The Marketing Advantage You Need (But Dont Have)
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CHAPTER 4:
INNOVATE WITH
THE GREATEST
CONSULTANTS
(YOUR
CUSTOMERS)
Your customers want to work with you. Through a
community, they can express interest in brainstorming,
collaborating, developing, and fine-tuning your products
and services. Theyre ready to dissect your brand
culture. They can tell you what works and what doesnt.
Even better: Your customers can innovate and pitch
new ideas they want to see your brand pursueand it
doesnt have to be expensive, difficult, or rare.
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PRIVATE COMMUNITIES
FOR PRE-LAUNCHES
AND BETA TESTS
C-Suite
Customers
Board of Directors
Corporate Strategy Function
Non-Executive Senior Leadership
Key External Business Partners
Parent Company
78%
23%
44%
55%
25%
26%
53%
15
Your customers are now integral to your business and product evolution.
According to the IBM Institute for Business Value report, 90% of CXOs plan to
collaborate much more extensively with customers in the next 3 to 5 years.
In fact, CXOs expect to see a very shifted business landscape in the near future.
73%
11%
Face-to-face interaction
20%
61%
25%
54%
33%
52%
Organizational openness
Operational control
68%
Social/digital interaction
28%
Thats right. Your brands future depends on your ability to engage customers and
harness their ideas, making communities an integral part of your companys
customer-driven process of product improvement and innovation.
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CHAPTER 5:
One area in which the tech industry has particularly excelled is community-driven
support, marketing, and ideation.
B2B cloud software companies dont just utilize community well; they depend on
it. Cultivating a branded community has long been established as an essential
component of the B2B tech industrys customer engagement strategy, and it has long
been established as such.
74
Within the B2B tech industry, customers are vocal about their concerns and their
ideas for solutions to device or software issues. They value being heard.
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THE RESPONSE FROM 100+ B2B TECH INDUSTRY PROFESSIONALS TO GET SATISFACTIONS
MARKET SURVEY REVEALS OVERWHELMINGLY POSITIVE RESULTS FROM COMPANIES THAT
HAVE IMPLEMENTED ONLINE CUSTOMER COMMUNITIES.
SUPPORT
MARKETING
IDEATION
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CONCLUSION
THINK ABOUT IT
This surveys findings show how online communities can
help to significantly enhance your customers experience.
You can deliver superior customer support by leveraging
credible, user-generated contentimproving your brand
visibility while generating product ideas you never thought
of on your own.
Customer communities are uniquely capable of providing
this exceptional experience. Bring your customers closer
to each other, with your company at the center.
When you unleash the benefits of community, your
company will naturally rise above the competition in the
eyes of the people who matter most: your customers.
COMMUNITYS ROI IN
BUSINESS IS UNDENIABLE.
WHEN YOU EXAMINE
THE BOTTOM LINE,
ITS IMPORTANT TO
REMEMBER ONE THING:
A GOOD COMMUNITY
VENDOR IS PRICELESS.
LEARN MORE
Interested in taking the next step to explore what an online community
can do for you? Want to deliver exceptional, differentiated customer
experiences with a community platform? Get Satisfaction enables you to
create engaging customer experiences by fostering online conversations
about your products and services. From Hootsuite to Intuit, Prezi,
SPS Commerce, Sonos, and more, companies of all sizes rely on Get
Satisfactions community platform to provide social customer support,
increase brand visibility, and build better products.
Contact us for a custom demonstration and a personalized ROI calculation:
(877) 339-3997.
Conclusion
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