10 Feb. 2017 | Comments (0)
- How is online community impacting business goals?
- Are communities using metrics that resonate with business stakeholders?
- Is there a better way to measure and demonstrate the competitive advantage your online community delivers?
- Competitive advantage means keeping existing customers for most firms. Fifty-seven percent of marketing and community leaders reported customer retention is key for competitive advantage. What’s more, 37 percent of organizations have not integrated their communities with the company’s CRM system, which prevents community leaders from syncing interactions and data across the customer lifecycle.
- There is a burning need for better reporting on community cost savings. 45 percent of marketing and community leaders say that their community reduces costs for their organization. However, an additional 37 percent don't know if their community saves them money on support, customer retention, marketing, or other expenditures.
- Communities are producing revenue – in substantial amounts – but it takes time. Nearly half of community leaders say that their community generates or influences revenue. But mature communities have a greater impact on top-line growth.
- Marketers are at the helm of online communities – which is an incredibly strategic position. Marketing is the primary owner of the community for most organizations (79 percent) although many other lines of business are involved in community initiatives.
- Business-focused metrics are nascent – but a standard of measurement is emerging. Seventy-two percent of community leaders face challenges related to analyzing and reporting data – and an additional 22 percent lack reporting tools.