4 Replies Latest reply on Oct 9, 2013 7:58 AM by annabrown

    Internally selling external communities

    annabrown
      Hi Fellow Community Managers,

      I'm pulling together a deck to help internally sell the value of external online communities.  Can you think of any nuggets or resources off the top of your head - i.e., is there an end-all, be-all statistic you rattle off anytime someone questions the value of a community? For example, "X% of brands have seen X% spike in customer retention due to communities"..or "Communities are cited as the top three factors that influence purchasing decisions..."

      Any insight you have would be great, many thanks in advance!

      Anna
        • Re: Internally selling external communities
          scottlawley

          Hi Anna,

           

          Here are two strong cases to make about external communities for brands who sell products (like SAP)

           

          • Cost Reduction: external communities can handle most of the low to mid level support calls coming into your organization.  By working with your support team, you can quantify the cost a single call has on the organization and then measure the rise/drop in support calls as it relates to increasing forum posts and traffic.  Several years ago SAP did a similar study and found that it was saving 10's of millions of euros YoY.

           

          • Customer Satisfaction: If you already have a baseline customer sat score, you can then recheck customer sat 6 months and 1 year after deployment of the external community.  You will definitely see a rise in customer sat.  This in turn should equate to higher customer retention.  Perhaps this is not perfect, but at least you will have a foundation on which to build a case.

           

          Scott

          1 person found this helpful