It's very easy to fall into the trap of believing that customer support and community management are the same thing. At first glance, they’re both customer facing positions that require you to interact with those who are interested in your brand. That's not untrue, but that's where the similarities end. Each of these requires specialized skill sets and approaches to be done effectively.
It’s been said that the best laid plans of mice and men often go awry. This is definitely a sentiment community managers know all too well.
Although it gets less attention than its sexier cousins in the Marketing or Sales department, community management strategies are evolving; expectations are always changing; new technological tools are constantly being created.
Unfortunately, it’s not always thought of that way.
Self-service customer support options are one of the best ways for businesses to simultaneously lower their costs and increase customer satisfaction. And while a large percentage of customers already prefer self service options over more traditional methods that require a representative, there’s still a sizeable selection of customers who avoid them whenever possible.
Many B2B companies think online communities serve a single purpose: a place for like-minded consumers to share their passions. But this impression falls short; communities also offer a highly rewarding B2B experience, so much so that they now have a significant influence on competitive advantage.
Word of mouth and user feedback have an enormous impact on any business. This is doubly true in the B2B sector, which is built on trust and high performance in customer support. That’s why it’s so important to build your B2B support community from the ground up: to encourage constructive discussion and inspire brand advocacy.