How to Capture the Real Value You’re Missing
Return. On. Investment.
Three simple words that are often the cause of a huge amount of confusion and angst when it comes to measuring the value of a community. When an organisation has invested a good chunk of the budget in a platform, recruited a community manager or team, trained the team and resourced for some ongoing design and development time it’s important to understand what that investment means and why it is worthwhile to the business.
Why Your User-Generated Content is an SEO Goldmine
Online communities have rapidly positioned themselves as one of the most powerful ways you can build a trusted brand, provide leading customer service and lower costs engaging with your audience.
However, in an age when original content is king and Search Engine Optimisation (SEO) is hard fought and hard won, online communities provide a plethora of ways to enhance traditional channels and step ahead of your competition. Let’s look at some examples.
Understanding The Costs of an End-to-End Journey
Let’s start with a question. Would you like to be known for having a best-in-class customer service experience?
For any organisation worth their salt, the answer will be a resounding yes. This is usually followed by “that’s all well and good, but will it be expensive to implement?”. That’s an important question to ask when any significant shift to a new system, process or innovative approach usually comes with a sunken cost.
But what is the hidden cost of continuing with an archaic, underperforming customer service experience that continues to miss opportunities across the entire customer experience journey to delight audiences and build brand loyalty?
More importantly, do you know how much these costs are?
4 Roads are global Verint partners and once again sponsoring Engage, their annual Customer Conference to showcase the newly developed Verint community. This years conference will be held in Orlando, Florida, USA from the 20th till the 23rd May 2019.
4 Roads founder and CEO, Robert Nash will be available on the 4 Roads booth, P-10, to demonstrate how 4 Roads have improved the Verint Online Community. By redefining the existing community site, it now now delivers a better and more engaging user experience to its customers, partners and employees.
With Any New Innovation, Adoption Is Key
Human beings are, by nature, wary of change. It’s a deep-rooted bias that has harks from ancient times when being the one who said: “I wonder if this Yak omelette would taste any better with a cyanide garnish” was a reminder for the village that perhaps plain old Yak was best.
When an organisation looks to deploy a new system or way of working, it’s natural for many to defer to their inner voice that worries things will be worse because it’s different. The mental process happens in a millisecond and most people are unaware it’s happened:
- It’s different, thus it presents a threat to my understood environment
- It’s a threat to my understood environment and therefore I should reject it
- I’ve rejected it which removes the difference and returns me to my norm
By 2020, customers will manage 85% of their interactions with an organisation without a human.
By 2025, Artificial Intelligence (A.I.) will account for 95% of all customer interactions with your organisation.
These two predictions by Gartner and Servion give a very clear indication as to where customer engagement is heading, especially at a time when competing purely on products and pricing in a competitive global market is tough.