Online Customer Communities - Best Practices

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Online Customer Communities

Benchmark Report

Key Findings DeckPublication Date: 12/2010

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೦ Insights and Best Practices from Top Performers– Top 3 reasons Top Performers implement Online Customer

Communities– Top 3 tactics Top Performers use to outperform peers with

Online Customer Communities– Most common challenge Top Performers face with Online

Customer Communities– Top 6 Performance Metrics Top Performers use to measure

the success of Online Customer Community initiatives

What’s In This Deck?

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೦ Increase customer loyalty

೦ Drive customer advocacy

೦ Generate customer insights to drive new product development

Reasons to Implement

*According to Top Performers, based on 289 Qualified Survey Responses to the Q3 2010 Gleanster Voice of the Customer Survey**According to Everyone Else, shown only when a notable disparity occurs relative to Top Performers.

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೦ Provide compelling content and user experiences

೦ Provide vehicles and incentives for driving customer advocacy

೦ Identify and proactively engage with key influencers

Value Drivers

*According to Top Performers, based on 289 Qualified Survey Responses to the Q3 2010 Gleanster Voice of the Customer Survey.**According to Everyone Else, shown only when a notable disparity occurs relative to Top Performers.

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೦ Growing the online community to a critical mass

೦ Fostering and maintaining a high level of member activity

೦ Tracking and measuring results

Challenges

*According to Top Performers, based on 289 Qualified Survey Responses to the Q3 2010 Gleanster Voice of the Customer Survey.

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೦ Community growth rate

೦ Community activity, engagement, and participation rates

೦ Customer advocacy scores

೦ Customer satisfaction scores

೦ Change in customer support costs

೦ Search engine ranking

Performance Metrics

*According to Top Performers, based on 289 Qualified Survey Responses to the Q3 2010 Gleanster Voice of the Customer Survey.

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೦ Gleansight: Customer Feedback Management೦ Gleansight: Social Media Monitoring೦ Deep Dive: Customer Feedback Management:

Different Roles, Different Objectives೦ Deep Dive: Top Performers Look to Text Analytics to

Listen to the Voice of the Customer

Related Research from Gleanster