Injecting dynamic community content into your customer facing channels

  • 25 October 2018
  • 1 reply

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Improving the customer journey by making use of real-time community content has virtually no limits. Many applications can be considered: to drive conversion, for example, preselected testimonials could be shown on product pages. These will demonstrate social proof and authenticity. Alternatively, listing some recently answered questions can strengthen the service community by demonstrating its problem-solving capabilities and around-the-clock activity, among other things. While the first example leverages community content without distracting the customer from its purchase funnel, the latter example could trigger a visit to the community.

Use case: social activity
Typically, the first dynamic community content integrations to be applied are lists of community topics, shown on the corporate website’s support pages. The topics shown can be most recent or featured ones depending on the goal. This approach creates awareness for the community and sparks interest in participation - in other words, driving community activation. It will also support your brand by highlighting transparency and customer engagement.

For example, OVO has incorporated community content into their help centre:

Use case: community statistics
Another quick win is pulling live statistics from the inSided API and showing the number of users registered, posts made and questions answered. This will demonstrate the liveliness of your community platform and invite others to join the crowd.

Use case: communications hub
Another great example of leveraging the power of your community is by turning it into a CMS. Need announcements or incident communications to be shared across your customer-facing channels? Why not use the community as a hub for external communications, so customers can discuss issues within a controlled environment, and push announcements onto all digital touchpoints the customers could cross? This automatically aligns all external communications and provides for easy, centralized management of responses and continuous updates.

This what Tele2 is doing on their customer service page:

1 reply

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@Maryam Great to see our integrations featured here. It really helps promote the community, particularly to those customers that might not have thought of going to the community for help initially. Having this content flagged here, helps show that others are talking about the same subjects so making it relevant to the customer.

We have plans to improve these further, so will update more on this as we move forward with these.