Dynamic Business

Customers today have high expectations as well as easy access to social tools to voice opinions or ask for company and product recommendations.

Companies can no longer only focus on establishing a customer relationship with a friendly handshake at the department store.

While ensuring a positive customer interaction in person is still important to build loyalty, the experiences that customers receive online are just as critical, and even more imperative are the interactions customers have with other customers.

Organisations looking to steadily increase brand loyalty and sales are quickly realising that online communities offer a compelling new option for companies that want a better connection with customers. Nike, Dell, and Adobe, to name a few industry giants, have all launched communities that strengthen their brands, generate excitement, and increase loyalty among customers.

But online customer communities do not succeed automatically. Creating an online community that increases customer brand loyalty and ultimately sales require a delicate balance of spontaneity and structure. Here are a few best practices for how organisations can find that balance and establish a trusted online community for customers to honestly and openly interact.

Create a community with clear goals in mind

Communities need a clear purpose—for business justification and to design the best platform for the job. And don’t worry about being too specific.  It will help your organisation focus on the goals.  You also need to make those goals obvious to your customers. A focused community provides a rallying point for members, bringing them together and motivating them to contribute. Without a clearly stated mission, users quickly lose interest in the site and trust in your organisation.

Use communities to motivate and inspire customers

Creating a sense of inclusion and momentum inspires members to participate, but in order to do this, first understand your customers – learn about what motivates them and why they identify with your brand.  Whether it is obtaining insider status, being recognised as an expert, or finding useful information for work or purchase related decisions, learn what their trigger is, and continually work to motivate them.

[Next: Be Open and Honest]