Meet Allison Brotman:
Name: Allison Brotman
Title: VP, Learning and Community
Organization: UKG
As the VP, Learning and Community, Allison Brotman leads the charge in fostering customer learning and engagement at UKG. Her mission? To ensure customers not only adopt but actively engage with the UKG Community, experiencing its continuous improvements.
A Strategic Initiative to Enhance the UKG Community
In the first year post-launch, the primary goal was clear: boost customer adoption and engagement within the UKG Community. The initiative focused on showcasing ongoing investments to enhance the community experience. Specific objectives included:
- Increase Engagement: Grow the percentage of customer accounts engaging in the UKG Community to 80%.
- Reduce Unanswered Questions: Decrease unanswered questions to 19%.
- Optimize Search Experience: Achieve an 85% visitor click-through rate and decrease the content gap to 2%.
- Collaborate Across Teams: Work with IT and other business partners to deliver on 90 requests and projects aimed at improving the UKG Community.
Outstanding Outcomes
The results of this initiative were remarkable:
- Engagement Milestones: Starting the year with 69% engagement, the UKG Community ended with impressive numbers:
- 98% engagement for UKG Pro Suite customers.
- 82% engagement for UKG Ready Suite customers.
- Unanswered Questions Reduced: The unanswered question rate dropped from 22% to 17% by:
- Optimizing automation to route customer questions to the appropriate feeds.
- Recognizing and empowering “Most Valuable Neighbors” (MVNs)—super users who share their expertise with the community.
- Expanding the CommunityMaker program, enabling UKG SMEs to scale their knowledge to benefit the broader customer base.
- Improved Search Metrics: Visitor click-through rates increased from 81% to 84%, nearing the 85% target. The content gap metric improved from 3% to 2%, demonstrating enhanced search efficiency.
- Collaboration Success: Surpassing expectations, the team collaborated on over 441 requests and projects, significantly enhancing the community experience.
A Thriving Community = A Strategic Success Story
Today, the UKG Community boasts over 250,000 members, including customers, partners, and UKG employees (affectionately called U Krewers). It has become the go-to destination for users to learn, connect, and share ideas.
Lessons Learned and Advice for Your Strategic Community Initiatives
Allison shares this invaluable advice for launching a similar program:
- Define Clear Goals: Know what you want to achieve and how you’ll measure success.
- Set Measurable Objectives: Align team and individual goals with the overall mission, ensuring everyone understands their role and impact.
- Monitor and Communicate: Regularly track progress and celebrate wins to keep momentum. Adapt as needed if initial strategies fall short.
“Don’t be afraid to try something new to achieve your goals. You got this!”
The UKG Community’s success story illustrates the power of strategic planning, cross-functional collaboration, and a relentless focus on customer engagement. With a clear roadmap and commitment to innovation, any organization can achieve similar milestones.
Read more community case studies in the 2024 State of Community Management report.
