“Communities have really given us the opportunity to surprise and delight - not only our customers, but future customers as well,” said Infoblox’s Head of Social Media & Communities Eric Stieg during a Lithium webcast.
The webcast also featured Aberdeen Group’s CX Research Director, Omer Minkara and focused on a new Aberdeen Group research report that found B2B/high-tech firms that build and manage online communities attain superior results in creating happy customers, reducing service costs and driving revenue growth (download the full paper here).
Both Omer and Eric provided four key learnings B2B brands should consider to improve their digital customer experience and how they can maximize their online community performance:
1. An online community is not a ‘nice-to-have’, it’s a ‘must-have’ for high-tech firms looking to build closer bonds with customers.
2. Don’t just deploy a community platform. Give buyers good reasons to join and contribute to your community.
3. Make your digital community about your customers, not your brand. Incentivize customers to become active users.
4. Use your online community platform to drive business growth while also reducing costs.
Plus, here are real data points that showcases why B2B/high-tech brands can improve their overall customer experience with an online community:
· Roughly 50 percent of high-tech firms currently have online community platforms and many more are planning to invest
· 96% of high-tech firms invest in communities to improve customer experience results and consistency
· High-tech firms with an online community platform achieve 54% greater annual growth in revenue
Denise Jack is Lithium's VP of Global Field Marketing. She has more than 14 years of experience in customer marketing, technical sales and management consulting. You can follow her on Twitter at @denisejack.
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