Embarking on a Community Strategy Is like University Orientation
By Jon Allen
Posted in Customer Engagement
For some of you this may resonate. Think about your experience preparing your son or daughter to go off to university. Does it conjure up feelings of anxiety or nervousness?
This week I took a couple of days off to attend university orientation for my youngest daughter. I was keenly aware of my daughter’s anxiety and my own as I am soon to be an “empty-nester.” I was able to focus on the details and listen more intently to areas I wish I’d paid more attention to the first time around, when my eldest and I did this four years ago.
What stood out for me the most this time was how the university connected with us at an emotional level. I appreciated how they slowed the pace down, eased us into what to expect, and pointed us to the resources we would need to be successful on this new and exciting journey.
Interestingly enough, they kept using the word community in different contexts. Community was about the college town, the school culture, the science college, and the support systems available. Imagine that. My youngest daughter is about to be 2,000 miles away from home at university, and I’ve still got communities on the brain!
It made me think about how this orientation process parallels what companies go through when embarking on a community strategy. Freshly equipped with what I just experienced, let me offer some help to those considering a community strategy. I’ll do my best to ease you into it with these four points.
In the context of community, and less profound of course, your objective may be to create a customer support community, and your why is to improve service levels and reduce your support costs.
You have access to a community of experts at Verint with many years of experience, community strategy partners, and customers like you in various stages of their journey willing to share their successes and lessons learned with you.
In a community strategy context, know who the executive sponsor(s) are, the champions, the main objectives and metrics, and how to access important resources along the way. We recommend setting up a private, secure group in the community for the project team and sponsors to collaborate throughout the project.
So that’s it for now. As you consider embarking on a community strategy, consider these points and how newly enrolled university students get ready for their journey. At Verint, we’re committed to help you solidify and achieve your objectives, be part of a healthy community support system, and get what you need to be successful with community.
Great read, Jon. I just took my oldest to orientation myself - you're right on about the community perspective. And if you do a good job at building your community, your strategy will also consider supporting your customer's strategy, as well. It's interesting how communities have such an extended reach which all comes back around. It's all about helping each other out, in order for you to be successful yourself.
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