1. Collaboration : Community members are much more likely to share what they like (and dislike) about your product or service. This is a great opportunity to test new ideas and ask for feedback, even to encourage new ideas. Gone are the days when companies produced products in isolation and customers value the chance to share their views. Co-creation of value is the utlimate business collaboration
2. Enhanced Reputation: Having a demonstrable community sends a powerful message about your brand and organisation. You are clearly confidant and competent in your delivery and in your management of customer relationships. This can be a platform to showcase your industry or subject-matter expertise and exhibit thought leadership
3. Improved Customer Service/Support: Customers love to join a forum where they can share issues and good and bad experiences. In many well-run communities, issues are often handled within the community and "user champions" should be encouraged and rewarded. Unfair criticism will likely draw responses from some of your strongest advocates - the best marketing you can get.
4. Cost Savings: Online communities enable faster and more direct communications as demonstrated in items 1 and 3 above. They are scaleable and widely accessible (especially leveraging social media) whilst being highly targeted and cost-effective. Implement an "answer-once, serve many" approach and your communications and resource costs can be reduced substantially.
5. Increased Sales: Online communities provide the perfect environment for new customers to build trust in your brand. Your fans and advocates in the community can serve as an extension of your sales team and if you are effectively engaged in the community it will be easy to identify and connect with such prospects and help them through the decision-making process.
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