Mature organizations that value customer service and measure customer satisfaction, have multiple ways to achieve it. Teams within teams are created to manage customer expectations across a broad spectrum and the purchasing experience. There are multiple touchpoints that a customer liaisons with a brand, right from the point of sale to retail channels. Customers also indulge with a brand through mobile apps, call centers, delivery modules as well as social media.

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

Collecting feedback that is open-ended is an important aspect of a community or panel. The lack of restriction other than housekeeping rules means that deep-level insights can be collected and collated from a healthy community. Hence, it is important to provide a high level of flexibility to the user as well as the community managers to drive conversations and derive actionable feedback.