Customer Brand Loyalty
There are many things that drive customer loyalty, and any list will surely include: product quality, value, customers service, personal relationships, etc. One key ingredient, you may not have considered is the importance of an online customer community. Creating such a place for your customers can actually help brand loyalty more than you might have considered.
When your customer has a problem, they want a rapid resolution, not just a rapid response. An online forum where your agents and other customers have asked and answered thousands of questions can help a customer quickly find solutions while deflecting tickets from your support team.
An online community is the best medium for your customers to share best practices with each other. Customers can engage in meaningful long-form discussions with each other which result in them getting more out of your products and thus getting more value for the money.
An online community brings a social aspect to your customer’s experience. The feeling of belonging to a group of people who share something in common can help incorporate your brand into the customer’s personal or professional identity. The community is also a place where you and your staff have direct one on one interactions and create personal connections with customers.
It's a cliche to be told to 'know your customer' but it can be difficult to get deep insights from a broad base of customers. A community is a great resource for product management to get nuanced feedback that can’t be obtained by looking at support tickets or doing the usual win/loss analysis.
While knowledge bases and social media platforms like Twitter or Facebook have their uses, a customer community forum should be at the heart of your social customer experience strategy especially if you want to drive brand loyalty.