CUSTOMER INSIDE

Pitfalls

Veteran practitioners share watchouts – the challenges you might not predict at briefing stage but can solve with proper planning and which will give you the critical edge.

1

UNDERESTIMATING THE SIZE OF THE BEAST

This was the most frequently and strongly cited cause of frustration for clients. Seventy-six percent of participants felt communities “became ineffective when they were under-resourced internally.”

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2

NEGLECTING THE ART OF ENGAGEMENT

“You have to be careful with the community because you have to manage member engagement. You have a duty of care; otherwise, as a resource it becomes over-used and its value can, ultimately, decline. You have to keep it healthy.”

European consumer and market Insight Director, Technology

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3

MEASURING IMPACT

Proving the ROI of the community is a common, but tricky challenge. Thankfully, many of our interviewees had lessons to share.

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4

DONT FORGET YOUR COMMUNITY IS A BRAND

When you think about “community engagement” it’s often to focus purely on member engagement – how active the various members of the communities are. However, it is just as important to invest time into building business engagement with the community as well.

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