As customer support managers plan for the upcoming year, one area I suggest for consideration is to create an online customer community for product support. During the last year, a sizeable number of organizations have discovered the many benefits for building an online community to better serve their customers and partners. Online communities reduce support costs and improve response times by accessing the collective intelligence of its members and deflecting support calls. Brands that have created online communities find they offer technical support to customers over a shared content management system and direct input from peers with knowledge of their product. Crowdsourcing promotes faster problem resolution and transparent engagement. Additional benefits for online customer support communities include providing a forum for customers to share opinions, find information and give and receive advice.
It is easy for members to become involved, as communities support interactive content, such as blog posts and, chat sessions. Communities attract self-directed individuals who want a trustworthy resource for problem solving. Several innovative customer support communities use gamification techniques to encourage members to become active and continue their participation. Gamification offers recognition and rewards to members based on their degree of contribution in the community. For example, members may earn badges or honorary titles that reflect their status as active supporters.
Communities are self-directed but require brands oversee the content to ensure its integrity. Costs for community development and management are offset by fewer assisted transactions, improved customer satisfaction and new sales revenues.
