CUSTOMER INSIDE

Down the line

Routes to innovation in online communities.

Future challenges

Our research uncovered a wealth of ideas and examples of best practices all of which informed this guide.

%

Wanted more integration

“Integration with other sources of data (e.g., social media listening, customer data).”

Now that we are combining the community with these other data sources, clients are able to provide more credible, intelligent synthesized outputs and recommendations. This is something that we see more and more clients demand.

%

Wanted more "in-the-moment data"

“More live, in-the-moment insight and data, rather than considered comments.”

This would require a shift of emphasis towards capturing feedback, ideas, context and comments ‘as they happen’, rather than relying on providing time for considered responses (whether qualitative or quantitative).

%

Wanted greater agility

Communities that are “easier and faster to deploy to new markets.”

This would increase organizations’ ability to rapidly target, recruit and work with new audiences not currently in the community. While communities are very fast at engaging existing members, setting up completely new markets and audiences can be
quite slow.

1

INTEGRATION WITH OTHER SOURCES

Eight out of ten of the participants in our survey agreed that “the usefulness of online communities could be significantly improved if they were more integrated with other sources of data”. For some, this reflects a change in the needs and role of the modern
insight professional.

2

BECOMING MORE IN THE MOMENT

A commonly cited benefit of communities is the ability to spend more time with people, speak to them when it’s convenient and return to them multiple times about a topic. This is ideal for iterative development of a product, strategy or service, or simply to explore a topic in increasing depth.

3

SOLVING THE AGILITY PARADOX

It’s important to stay true to your core customer base. But sometimes you need to expand your horizons in order to expand your market share. How do you extend your reach without also extending your budget?