Today, customer experience (or CX in marketing jargon) is a key component for a successful business. So, I decided to talk to you about the ultimate customer experience: the community. Before we begin, let’s agree on the definition of a community. It’s more than a network or a customer database. It is the gathering of people around a theme or a common passion to develop a strong brand commitment and potentially collective actions. Is not this the goal of any business? Turn clients into committed ambassadors of a brand!
See for yourself:
Too much, the dancing guy! Now, before you start dancing wildly on your lawn, here are some tips for creating and animating a community:
1 – Have a clear vision and create a strong identity
First step, ask yourself the questions: “What is my vision, my mission for this community?” Obviously, this community must be related to your business strategy, you must be legitimate in your speech. During this step, be sure to check if there are already communities with the same goals as yours. This will allow you to identify potential opinion leaders, early adopters or other key stakeholders to support you in promoting your community. Then create a clear and transparent identity, or even involve members of your community in its creation to generate a real sense of belonging.
2 – Know the members of your community
Among the questions to ask yourself: which clients are targeted by your community? What is their availability (time per month / week)? What do they want to learn? What is important to them? What motivates them in this community? What can stop them from joining the community? What connections and conversations do you need to create in your community? What activities can bring your community together? Many ways are available to answer these questions, including online questionnaires, more qualitative interviews, telephone interviews, focus groups …
3 – Build a communication plan
To live and thrive, your community will need tools and adapted content. Implement online and/or offline tools, easy to use, to allow members to identify, connect, share, and act. If possible, create offline events that will be as many highlights where members of your community can meet and exchange. Finally, create new content to activate your community, raise interest and retain your members.
4 – Valorize your members and nurture your community
In a sustainable and active community, members are able to build their awareness through their contributions. Valorizing your members, and making them highlight each other, will create a positive momentum and engage your community. For example, do not hesitate to post the actions of your community members on social networks and highlight their achievements. Pamper the most involved customers in your community, these are your ambassadors. They will help you enrich and grow your community in the long run.
In summary, creating a community is a motivating long term business project made particularly easy to implement thanks to digital and social networks. Well designed, it is a real business accelerator and a very powerful brand image promoter. So, debating to create a community of (future) customers? Wondering how to get started? Do not hesitate, contact Evergreen!