Far too many organizations take a shotgun approach to customer engagement, launching multiple discussion forums, tweeting indiscriminately, and generally making as much noise as possible. But successful organizations know they need to ask and answer several key questions first:
- “Do we really know what our online customer community needs?”
- “Does the community know what we can do for them?”
- “Are we encouraging the community to help us help them?”
- “Is our organization prepared to respond sensibly to community dialog?”
- “How do we measure the impact of engagement initiatives?”
- “Are we prepared to commit human and physical resources, in addition to money?”
Not easy questions, but important ones nonetheless. Perhaps our current Sitecore customers can inspire you to explore new engagement initiatives in your own company.