January 5th, 2015
Customer communities: they seem like such a great idea. Get your customers together to let them help each other and to help you gauge their mood. Build it, tell people about it, publish some exclusive content and watch the magic happen.
Except it isn’t that easy. If your product is exceptionally challenging or complex you will get a lot of participation in support forums, but that will attract the frustrated and angry. What every vendor wants is a collaborative conversation with their customers that drives loyalty and innovation. The one thing that almost never fails is getting employees active in the online communities.