Since the emergence of the Net Promoter Score (NPS), organizations have based their customer experience and customer satisfaction success metrics on the basis of those numbers. That isn’t the wrong way look at it – after all, a higher NPS means more satisfied customers. Interestingly, according to Bain & Co., the leader in any industry has an NPS score of more than double compared to its competitors.

Heightened customer experience, customer intelligence, and customer satisfaction form the cornerstone of businesses and any organization that liaisons with direct customers. An online community is becoming the preferred method for businesses to stay in constant contact with their customer base and collect insights from them. It’s become so important to a business that 74% of organizations say now that they operate some form of a panel or community.

Remember back in the good old days when the community was really a huge part of our lives? Back then, people coming together to celebrate life’s wonderful little miracles was a different sort of experience. Communities are very much a part of who we are. Even these days, as we’ve shifted into a world of online socializing and VR rollercoasters, it’s hard not to turn our heads back and think about how great it feels to be part of a community.

Creating and managing an online community for market research is fast becoming the preferred research method for organizations. Deep level actionable insights can be derived from a healthy online community. However, sometimes, organizations slip up on best practices and ultimately hamper the success metrics of the community.
There are multiple aspects that define the success of a customer community

A recent study indicated that 74% of organizations employ some form of an online community to collect actionable feedback from their target audience.
Over the last few years, communities have become the most widely used form of conducting research and collecting actionable insights. There is a marked change in the way organizations analyze research data, and for that, there is a need to collect data on an ongoing basis rather than just once.

Editor’s Note: This post is part of our Big Ideas series, a column highlighting the innovative thinking and thought leadership at IIeX events around the world. Dan Fleetwood will be speaking at IIeX North America 2019 in Austin, TX. If you liked this article, you’ll LOVE IIeX North America. Click here to learn more. 
We all love apps, right? Just think of some of the hit songs, “Because I’m appy, clap along if you feel like a room without a roof.” or a favorite with small kids, “If you’re appy and you know it, clap your hands.” Ok, yes, I’ve taken some liberty with the words in the songs….