5 Sales Use Cases For Using Digital Customer Communities
By Barton Goldenberg
Digital Customer Communities are transforming the sales environment by having the capability to drive more sales for your business by connecting employees together from different branches, within your distributors, suppliers, or resellers.
Digital Customer Communities have the capability to provide world-class services by connecting customers together and giving replies to each of their queries. Further, they can manage the social listening, content, workflows altogether in one place only.
#1: Shorten the Sales Cycle/Enhance Lead Nurturing Through Digital Customer Communities
You invite leads to become members of your digital customer community. Digital Customer Communities transform the conversation within an organization or with its customers from a one-way to a two-way conversation, and then to a multi-dimensional conversation. This creates an environment where members can share knowledge, ideas, and best practices independent of time zone or geography thereby increasing engagement, advocacy, and share of wallet.
Leads talk with loyal and even enthusiastic customers that genuinely recommend your products/services. This provides the lead with ‘impartial’ insights, which help move the lead down the sales pipeline. You can also ‘digitally trigger’ leads encouraging them to follow your best customers’ journeys within your digital customer community to include asking questions, reading noteworthy blogs, participating in key discussion groups/forums/conference rooms, responding to quizzes and surveys to earn rewards, and more.
#2: Deepen Customer Engagement
Customers really enjoy being listened to. They enjoy sharing their thoughts and expertise with other customers and prospects about your products/services. You in turn respond to these customer observations with your own insights. This ‘two-way’ customer dialog drives customer engagement, satisfaction, loyalty, and advocacy. You take customer engagement to a new level as you offer Virtual Reality (VR) and Augmented Reality (AR) experiences from within your digital customer community.
Imagine the impact of taking your wine connoisseur customer on a visit to your vineyards using VR technology! Or offering technical support services and technical training via AR experiences.
Learn more about ISM’s VR/XR/AR Resource Center
#3: Organize Key Customer Meetings and Facilitate Customer Activities
Many companies use private customer rooms located in your digital customer community to invite their customers to meet confidentially to create and/or review annual sales, marketing, and support plans. Many companies also invite subject matter experts – either from within or outside your company – into private customer rooms to discuss and resolve key customer issues.
#4: Digital Customer Communities Provide Support to your Distributors/Brokers
Digital Customer Communities are a wonderful way to maintain a two-way dialog with your distributors/brokers. Together, you share and manage business leads efficiently. They get quick answers to their questions, 24/7. They have access to your subject matter experts and to desired business/technical documentation. You facilitate the sharing of distributor/broker best practices. Where appropriate, distributors/brokers share ideas and business challenges with one another. As needed, you invite one or more distributors/brokers into private, one-on-one digital meeting rooms to further discuss issues.
#5: Facilitate Internal Discussions & Remote Office Support
Provide invitation-only forums, typically meant for company personnel, to discuss an ongoing customer issue (e.g., a pricing issue, a competitive situation, etc.). As appropriate, you can invite the customer to these forums for clarification or discussion. Build loyalty and satisfaction by offering remote office support to field and virtual personnel who come to see your company as an integrated whole, rather than as corporate or departmental siloes. Over time, you build an internal Knowledge Base that can be easily searched and shared.
In our next email, we will share more use cases to enhance customer engagement. However, we recognize that you may need answers more timely. We would be happy to discuss using a Digtal Customer Community to enhance your customer engagement efforts in more detail with you over a call. Reply to this email or feel free to schedule a chat.
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ISM was founded 36 years ago to help transform companies like yours to enhance customer engagement. We look forward to your call, but if you are not ready please look forward to our next email.