Customer Communities Engage and Retain Customers to Build the Future of Your Business
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2024]
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| Edición: | First edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009784596006719 |
Tabla de Contenidos:
- Cover Page
- Title Page
- Copyright Page
- Contents
- Foreword
- Preface
- Acknowledgments
- Part I Community Is the Future of Your Business
- Chapter 1 An Introduction to the World of Communities: Creating a Sense of Belonging
- Chapter 2 Communities as a Business Growth Strategy: The Only Sustainable Long-Term Differentiator Companies Have
- Communities Are Trending
- Customer Engagement as Leading Indicator for Net Revenue Retention (NRR)
- Increasing Costs Require Businesses to Be Smarter with Customer Acquisition
- Macro Trends Driving Community
- When Product Was the Sustainable Differentiator
- Could Customer Experience Be the Sustainable Differentiator?
- Why Community Is Your Only Long-Term Company Growth Strategy
- Community Is Fundamental to a Technology Company
- The Unique Value Levers of a Customer Community
- Connections
- Confidence
- Collaboration
- Content
- Careers
- Community as Strategic Priority
- Chapter 3 How the Next Generation of Communities Drives Success: The New Company-Wide Strategy to Drive Net Revenue Retention
- The Evolution of Business Communities
- Phase 1
- Phase 2
- Today
- The Old Perception of Communities
- How We See the Next Generation of Communities
- Chapter 4 A Community for Customer Success, Support, Marketing, and Product Teams: How Every Department Can Benefit from a Next-Generation Community
- How Support Teams Benefit from Community
- How Customer Success Teams Benefit from Community
- How Marketing Teams Benefit from Community
- How Product Teams Benefit from Community
- How Sales Teams Benefit from Community
- Conclusion
- Part II The 10 Laws of Community Building
- Chapter 5 Law 1: You Can Start Anytime: It Doesn't Have to Be Expensive and Everyone in Your Organization Can HelpBy Scott Salkin, Harshi Banka, and Kenneth Refsgaard.
- How to Start Tapping into Community from the Get-Go
- Getting to Know Your Audience
- Find Your First Advocates
- Engage in Your Audience's Current Communities
- Start Small Initiatives to Bring Customers Together
- Involve Your Whole Organization in Early Efforts
- Create Experiences That Demonstrate Your Culture and Values
- Get Ready for the Next Phase of Community-Building
- Chapter 6 Law 2: You Have to Own the Platform: Engage Your Customers Beyond Borrowed GroundBy Kenneth Refsgaard and Nadia Nicolai
- Building a Community on a Social Platform (Like Facebook)
- Building a Community on a Collaboration Platform (like Slack)
- The Power of an Owned Platform
- Summary
- Chapter 7 Law 3: Community Should Be the Heart of the Customer Journey: Activate and Engage Your Customers at ScaleBy Aaron Hatton and Haiko Krumm
- Customer Life Cycle and Customer Journey Explained
- Journey Map to Define the Desired Customer Journey
- Community at the Heart of the Customer Journey
- Community as a Concept versus Content and Engagement Within
- Stages of the Customer Journey, from Onboarding to Pre-Sales
- Onboarding
- Adoption
- Nurturing
- Renewal/Growth
- Loyalty
- Pre-Sales
- It Starts with Valuable Content
- Chapter 8 Law 4: Create Content That Educates and Inspires: Be the Best Thought Leader You Can BeBy Remco de Vries and Kenneth Refsgaard
- The Four Pillars of Community Content
- Where to Focus Your Attention
- Types of Community Content
- Conversations
- Questions and Answers
- Articles and Blogs
- Courses and Trainings
- Feedback and Ideas
- Product Updates
- Event-Focused Content
- Social Content
- Getting Started with Community Content
- Segmenting Your Audience
- Who Creates Community Content?
- Deliver Proactive, Personalized, and Relevant Experiences
- Creating Your Content Plan.
- Get Ready to Engage Your Community
- Chapter 9 Law 5: Build on Your Advocates: Your Most Loyal Customers Are the Gateway to SuccessBy Remco de Vries and Kenneth Refsgaard
- What Are Advocates Advocating For?
- Nurturing Advocacy Activities
- Developing an Advocacy Strategy and Program
- The Impact and Value of Advocacy
- Platform, Content, Advocacy: What's Next?
- Chapter 10 Law 6: Everybody Owns the Customer: Community Is a Company-Wide Strategy, Not a DepartmentBy Seth Wylie
- Community Starts at the Top, with a Purpose
- Community's Value Flows in All Directions
- Engage Employees in the Value Loop
- Engage Employees in the Validation Loop
- Start Small, with Eager Believers
- Crank up the Momentum
- Community Management Skills
- Program Leadership
- Community Leadership
- Tummeling
- Community Operations
- The Team Can Be One or Many
- So, Who Owns Community?
- Standalone Community Org, Owned at the C-Level
- Community in Product
- Community in Marketing
- Community in the Customer Team
- Who's Excited?
- Connecting Your Whole Company to Community
- Chapter 11 Law 7: Offline Counts More Than You Think: An Online Community Is Strengthened with Offline EventsBy Erin Rhodes and Robin Merritt
- The Big Idea: Change Your "Why" for Events
- Start Small: Lunches and Dinners
- Crowdsource: Meetups
- Elevate: Intimate Executive Events
- Scale: Roadshows
- "The Big Daddy": Conferences
- Chapter 12 Law 8: Tie It All Together in One Customer Hub: Prevent a Disjointed Customer Experience by Integrating Engagement and ContentBy Alistair Field, Cristina Rotariu, and Sebastiaan Terpstra
- Silos and Misalignment
- Bringing It All Together
- Building a customer hub Tied to the Customer Journey
- Prospective Customers
- Onboarding
- Adoption and Maturity
- Improving Self-Service with a Customer Hub.
- Centralizing Engagement in the Customer Hub
- Customer Hub Supports the Full Product Management Workflow
- Closing the Loop
- Finding a Balance
- All-in-One Customer Education
- Customer Hub in Your Tech Stack
- Looking Ahead
- Chapter 13 Law 9: Community Should Drive Real Business Outcomes: Don't Get Fooled by Vanity Metrics-Demand Real Business MetricsBy Bas van Leeuwen, Valerie Molina, and Kenneth Refsgaard
- A Reporting Framework Based on Value
- Prioritizing Business Outcomes Over Outputs
- Start from the Top and Work Your Way Down
- Leading and Lagging Indicators
- Calculating Direct Correlations
- Community Health and Operational Metrics
- Proving Value Drives Executive Buy-in
- Chapter 14 Law 10: Bring Your Culture and Values to Your Community: Build with a Human-First MindsetBy Nick Mehta
- Company Culture
- Breaking the Walls: Company Culture = Brand = Community Culture
- Principles of Community Culture
- Define Your Values: What Is Common About Your Tribe
- Determine What Your Community Stands For
- Identify and Embrace Your Community's Authentic Quirks
- Build a Brand and Voice for Your Community
- Use Vulnerability to Open People Up
- Conclusion
- Part III How to Get Started
- Chapter 15 Building Blocks to Successfully Starting a Community: Putting Together a Strong Strategy in Five Steps
- Step 1: Determine Your Goals and Priorities and Map Them to Community Use Cases
- Step 2: Understand Your Audience and Key Personas
- Step 3: Reflect on Your Organization and Culture
- Step 4: Consider Your Ecosystem
- Step 5: Compile Your Learnings into a Community Strategy and Action Plan
- What to Expect in Your First Year
- The Four Quadrants of Community Maturity
- You're Excited to Get Started but Someone Else Isn't?
- Chapter 16 Common Objections and How to Overcome Them: Answers to Nine Common Objections.
- Objection 1: Building a Community Program Is Too Expensive
- Objection 2: We Don't Have the Resources to Build a Community
- Objection 3: I Don't Have Time to Build and Manage a Community
- Objection 4: Sounds Great, but We Have Other Priorities
- Objection 5: The Rest of the Organization Is Not Convinced
- Objection 6: We Don't Need a Community, Because We Already Have a Knowledge Base/Ticketing System/LMS/Documentation/Product Feedback Tools
- Objection 7: We're Too Small to Start a Community
- Objection 8: I'm Afraid of Negative Feedback
- Objection 9: I'm Afraid That the Competitors Will See (and Steal) Our Content
- Other Objections or Tricky Questions?
- Epilogue
- References
- Index
- EULA.
