The value of community is most easily seen in the way communities help achieve many business goals more efficiently than traditional transactional approaches.
- By crowdsourcing experience within a bounded and vetted community, organizations can:
- Extend marketing impact through advocacy
- More effectively support customers through peer sharing
- Quickly ramp up new employees by giving them access to tacit expertise of peers
- Improve innovation cycles by better connecting market needs and internal expertise
- Reduce duplication by encouraging and enabling employees to easily share their expertise
- More effectively recognize and reward the expertise of customers, employees, and partners
- React more quickly and effectively to crisis
All of these use cases can have enormous benefits to organizations, although not all use cases are easy to measure in return on investment calculations because often the value received from advocacy, collaboration and innovation is value that money could never buy – the value of a freely shared testimonial from a happy customer or the value of an employee going above and beyond to solve a customer issue.
The Value of Community: Behavior Change to ROI eBook highlights the ability of a community approach to help organizations develop sustainable behavior changes that lead to improved ROI.