Categories: Best Community ROI
Entered by: Becky Woodworth (beckyww)
Community Name: AT&T Community
Partnership – That’s the reason the return on investment for AT&T’s community has increased so dramatically.
In late October, 2010, AT&T and Lithium partnered to refine, polish and consolidate three different communities birthed at different times for different purposes from different AT&T business units. Our Wireless, DSL & Internet and U-verse communities operated largely independently without shared authentication, common design or similar structure.
After fixing “the outside” of AT&T forums in October, 2010, we then leveraged our Lithium partnership to address “the inside” in February, 2011.
Following Lithium’s advice on best practices, we analyzed months of customer data, board content, etc, to totally overhaul our community organization, categories and navigation.
The community likes the changes, and we like the ROI.
The ROI results to date include:
Our members are more engaged – answering more questions – deflecting more calls.
The mission of AT&T is to connect people with their world, everywhere they live and work, and do it better than anyone else. We believe our community is a growing contributor in fulfilling that mission.
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