Control The User Experience
Another advantage of your own online community is that you are free to control the user experience. This means that you can design and drive the type of engagement that you want with your customer base. It also means that you have more freedom to generate content that is relevant and tailored to the needs of your customer base and your business objectives. So for instance, you may want to engage your customers more deeply than external social media platforms like Facebook will allow, with a view to improving your goods and services. With your own online community, you will be free to adapt it to, for example, conduct real time focus groups, surveys or product reviews.
Social Media Can Be Limiting
The ability to design tailored types of activities can be very limited on external social media platforms and detailed follow up and engagement can also be limited. In fact, studies have shown 90 percent of Facebook fans never return to your page after they click Like, so whilst the impact can be great for something like a one off product launch, it is less effective for building more profitable repeat sales.
Cost Effective Customer Service
An additional benefit of online communities is an extension of customer service provision. Increasingly companies, large and small, use online communities as a way of cost effectively managing customer service and in some cases have ceased using other channels such as telephone or email to do this.
The arguments are now well established that communities can enable substantial cost savings by reducing contact centre load, providing 24 hour virtual online information, Q and As and community support to reduce customer churn and improve customer satisfaction. In fact, communities have been shown to collapse customer feedback time, reduce the organisational overhead compared to offline initiatives and slash research and development costs.
We Can Help You To Build An Online Community That Is Right For You.
We will help you build a tailored community to meet the needs of your business, your customers and other stakeholders. Whatever your objectives we will create a comprehensive platform to enable you to create a completely different type of online community that is no longer dictated by traditional social media organisational relationships and boundaries.