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.
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
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.