What is a real customer community? (+Examples) |
Relationships with customers that only one way are commonplace in they were in. The most successful companies of the present do not just speak to their clients, but they interact with them and build real connections. And this is how the community of clients is built into.
In this article, we'll explore the notion of customer communities, based on academic research to highlight the characteristics that make a community of customers unique. The article will discuss the advantages of a supportive community that customers can join and offer an example of a community-based relationship.
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What is the definition of a community?
Customer communities are an place that helps to establish a relationship between companies or brands and their clients. The community can provide the exchange of questions and answers, as well as knowledge exchange, educational or promotional opportunities, or help with service or product problems and customer feedback. This relationship could be built in different ways, like the use of email, websites as well as social media. It could even be the creation of a particular online forum.
The most important word is RELATED. Customer communities that are successful aren't just locations for brands to lob advertising campaigns. It's been said that consumers prefer doing business with those they "know trust, love, and are able to trust" and that's how a community of customers works best. This gives the chance for the trust of customers to increase.
Community-based customer relationships are conceptually defined as digging into what's called " Social Identity Theory :" when people join any group of people, which includes fantastic communities of customers, they have the sense of belonging purpose, self-worth, as well as a sense of belonging.
Here are some stunning examples of what community of customers, no matter if it's enterprises, community communities for free or brand communities that are paid for...
- A non-profit has taken on 9000 National members.
- A religious community has expanded to 470 members across more than 67 countries.
- An entrepreneurship org. was launched with 5,000 users and made back their initial capital investment with the form of a mobile app designed for community members in less than two half weeks.
- The health-oriented launch of 100 high-ticket members increased the ARR by $40,000.
- One community started a 13-week add-on course and made $100k more in only two months.
- One financial community that is for private use has produced $130K over five days using their most current course.
- A social-impact SAAS firm has incorporated a social-media-based customer application with regular gatherings and saw a 70 percent rise in contributions and participation.
What exactly is a Customer Community? isn't
The theoretical basis for the concept of customer-centric communities will help us realize why great community for customers is not just the email lists of your friends or the Facebook page you have. For you to reap the benefits of a communities, you must include at the very least people who feel comfortable and feel like they are part of the community.
In this regard below are some of the elements the term "community of customers" is not:
- An email list
- The amount of followers you have on social media platforms you're following
- Members of your Facebook group
- A number of readers enjoyed your article on your last blog
- The number that is used by those who dial the customer service number.
- The chatbots you use
Since we've seen that the basis of a customer's community is the fact that you are a part in it. It's easy to realize that these activities do not belong to the customers community. All of them are interactions with your company, however there's no sense of belonging.
What we have this is Facebook groups but, within the group we can see the absence of brand loyalty and a sense of belonging. There is no way to make use of Facebook for the kind of interactive relationships as well as user-driven engagement that can create an authentic brand-related community.
The reasons to build an online community for customers
The benefits of having a community to customers
Growth of Access members led by the member
The new breed of business with high impact built on the idea of community membership. Indeed, communities are an extremely profitable business model that McKinsey has recognised as the most efficient business model for the 2020s as well as a flywheel for community.
There's been a flurry of growth companies led by members, including customer-centric communities. If they're paid for, they could generate incredible revenues through the recurring transaction. However, the community makes development the autopilot.
The term "community" has been used to refer to"community," which translates to "a business that's growing its own self," because the combination of community-generated content by members and the energy that members generate as well as AI-powered tools for managing communities implies that it's easier than ever to create the connections between people that fuel the business.
The reason is because big companies such as Logo, Apple, and Nike use leveraging, that is producing huge profits. (See the following examples. )
Forget about funnels. There's nothing like a customer group to create an identity automatically.
Improve the brand's loyalty
A study from 2022 found that strong communities within brands can influence so much on the loyalty of customers to brands, as the community can become a significant part of a person's identity. In reality, the connection between social identity and loyalty to brands is a planned procedure that influences how customers perceive value and their satisfaction.
The process of transforming members, customers, or followers to members shouldn't take lightly. As opposed to other types of relationships the members are part of the group.
Spending less and belonging is one of the main aims in forming a flywheel community.
Improve CLV
There is a well-known fact that the customer's life-time value (CLV) is determined by retention. However, only a small percentage of companies are able to do it correctly. The study by SurveySparrow discovered that the most successful companies had around a 94% retention rate, even though it was lower than 4% in some sectors.
Although brand loyalty is valuable in its entirety, it also leads directly to increase your life-time customer value. This is a must as retention and connection -again by converting buyers into members can increase your CLV more than other methods.
It's simple to sell your.
One thing that the study of flywheels in community demonstrated was that selling becomes radically easier when there is a crowd of people.
The traditional selling funnel is focused on pushing all of your potential leads through sales sequence, losing more and more until you reach the tiny percent that is likely to buy.
Within a customer-centric community, there's no need to make this. The majority members of the "leads" remain in a friendly manner, and until they leave the community, they'll stay in your community regardless of whether they're ready to buy yet or already have a plan to buy.
This creates an incredibly wealthy selling environment, which doesn't need that you rely on deadlines or pressure. Instead, you just maintain the relationships and offering value. You'll be astonished by your amazing outcomes whenever you attempt to sell something. Certain communities in our community inform of people who want to know which items they could purchase.
That brings us all the way back...
Find the best feedback
Feedback from customers is essential. However, HubSpot's research team found that the average is 42% of companies do not survey their clients or collect feedback!
What if there was an easier method to collect opinions instead of completing surveys and hoping to get a response?
The community of customers. We talked to the women's clothes label Oiselle Volee about their customer community, they told us they had incredible things to offer. The Oiselle customer community offered members an opportunity to communicate with. Additionally, it provided a crucial feedback loop that could be used to improve the design of new products. Customers could receive instant feedback regarding their concepts or new products. Sometime, they'd even have clients who wanted things that they'd considered.
The customer service system should be in autopilot
We've cited Apple as a fantastic customer-focused example in the following. Apple utilizes the user community for assistance to customers and even games their entire process to ensure that the most dedicated Apple customers can join in to address questions for free!
It's a brilliant approach to put the brand's loyality into action, which allows them to harness the feeling of belonging to the brand that customers are feeling for the brand. It's a great way of bringing customer service live.
Instead of calling a 1-800 number, or waiting for chatbots to answer, users can get answers via the forum. That's powerful.
Create transformations
People purchase goods or services due to the need for something. It is common for something to bring about a change of something of cleaning your kitchen (i.e. oven cleaning) or to reduce 10lbs (ie. running gear) or to create the perfect garden (i.e. a gardening publication) as well as to spend time relaxing in the garden with loved ones (i.e. grilling). ).
If someone purchases a tent, it isn't a guarantee that they are able to set up camp. That's where the significance of a customer community comes in. If you're able to surpass the sale, and aid your clients be successful in their purchase or service, you will have raving supporters who'll share the news with them about your business to friends and acquaintances. A group of customers' isn't just to make more sales. It's about helping your customers achieve their goals.
There's more! An active community of customers can provide valuable opinions on your product or services. It is a form of feedback that would not be needed to make a purchase.
Due to these and other motives, creating a community for customers is a great idea. What are you wasting time for?
Harness real engagement
If the only way to measure customers' engagement is social media posts are liked by 15 people liking your posts, then you're doing the wrong thing. A customer community can create real engagement with customers, and build relationships with them the last time we spoke about we wanted a customer to be part of the community.
It's amazing to be in a position to get off the treadmill of content of social media to create authentic interaction, which is what people really love.
8 fantastic examples of community-based customer services
1. Topstitch Makers
There are many excellent examples of customer service that is based on community from here on . Check out Leigh Metcalf, who built the Mighty Network (AKA a "sewcial network") as an expansion of her sewing and fabric company, Topstitch Studio and Lounge. Her Mighty Network, Topstitch Makers is a place to learn and offer regular sewalongs to help its members in their quest to sew to the top of their game.
2. Duolingo
Duolingo is the application which made learning a language fun effortless, easy and a lot of fun (freemium)! In the background, Duolingo has a dedicated volunteers who dedicate themselves to answering user language questions and making Duolingo improved.
Based on the notion that EVERYONE has access to the language of learning, these enthusiastic polyglots even volunteer their time to incorporate additional languages and programs onto the website!
3. Oiselle
Oiselle is a female-focused running clothing brand who wanted to go beyond just selling items and allow its clients to meet other customers. The brand has built an Mighty Network, Oiselle Volee, around the joy of running. At first, it was just the perfect place to meet a running partner, but the spread of the disease has widened the possibilities of what the Oiselle community can do; it's 4000 members who can access a place to belong through real-time conversations and engaging virtual gatherings.
4. Lego
Lego is a multibillion-dollar brand that is loved by children for the amazing building potential and has been referred to by parents as small mines which can cause injury when you step on them.
Just kidding!
Actually, Lego is loved around all over the world by children and adults alike. an entire army of builders offer their thoughts regarding the Lego customer community. Users can choose whether Lego designs should be given the stamp of approval to become genuine Lego kits!
5. Peloton
Peloton gained prominence in the midst of the epidemic when people were looking to work out at home. Peloton established a flourishing fitness community that is a great place to meet. Members can exchange scores, chat via video while exercising and can also support one another on the Peloton Facebook group.
6. Adobe
Adobe products are dedicated to creating: photos, videos songs, images, and much more. They're industry standards. However, ask any person who's been privileged to use one of the Adobe software and they'll aware that they are difficult to understand.
The Adobe Community for Customers provides an online forum where users can inquire about their questions and receive answers, as well as suggestions for getting the most from their software. Adobe's motto "Come to assist, and be encouraged," pretty much sums their philosophy, which begins with helping customers understand their software as well as taking the user on a course towards mastering their art.
7. Apple
Apple has developed a flourishing user community, which doubles as a customer support platform. Apple has made it a game, so users earn more points as well as access to more community-moderation options as they progress up levels. People who get to top levels also get access to a private community.
If you're thinking about the idea of using games to improve your customer support such that your customers would be willing to provide each other with support is an excellent use of a customer community.
8. Shopify
For a great customer community which is active and active, you should look no further than Shopify. Because Shopify assists their clients in building shops to market their products The Shopify community has a strong commitment to education and building knowledge by responding to frequently requested questions and even arranging live gatherings.
Are you looking to create your own customers' community?
Whatever your choice for a community for customers will be a non-profit, enterprise community or a member which generates additional income create your community using Mighty!
Mighty brings together courses and content with community and commerce. Flexible Spaces allow you to make a community of customers unlike any other. Chat, discussions, chat, livestreaming and online events as well as classes (if you wish to). Select the features you would like to use (and turn the rest off ).
Mighty gives you a suite of member-management tools to make it easy to run the community, and our AI community-engine-Mighty Co-Host(tm)-automates things like member profiles, landing pages, course outlines, and even discussion questions. It's significantly easier to establish an active, customer-focused community in just a couple of hours work a week.
Additionally to that, with Mighty Pro it comes with G2's best-rated community software built that is based on your own brand-named app. It's your app for the App Store and Google Play Store. Furthermore, when building using Mighty Pro, you'll work in conjunction with our team of Account Executives and Community Strategists who have scaled 7-figure creator brands and 8+-figure subscription companies.
Contact us today and we'll demonstrate how we can build.
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