How Customer-Obsessed Organizations Implement Insights Communities

What We Can Learn From Fortune 500 Pioneers

Insights communities can be an invaluable tool for any organization that aspires to climb the ladder of consumer-centricity and become truly customer-obsessed. There are many amazing and unique things you can do with them, and savvy organizations channel that power to find the ways that work best for them. In this blog, I’ll reveal how the Fortune 500 clients I’ve worked with have used them so that a.) you don’t have to wonder if your idea for using insights communities is an outlier (hint: it’s probably not), and b.) you better understand how to activate the full potential of these communities and maximize the effectiveness of your investment.

WHAT DOES EVERY IMPLEMENTATION HAVE IN COMMON?

No matter how or why insights communities are implemented, the common purpose is to break down the barriers between your business and your customers, and gain a better ROI on research. This allows businesses to become truly customer-obsessed and practice what they preach about consumer-centricity. This core principal of communities is the reason why most leading organizations now have them. 

THINKING IN 4D – FOUR DIMENSIONS OF COMMUNITY DEFINITION

When defining and designing a community, what’s different is who in the organization it serves, for what strategic purpose, for which desired benefits, and for how long.

For each company, those 4 variables are different. Below, I’ve outlined 4 common implementation styles that I’ve had the pleasure of managing with my clients. These are discrete and extremely purposeful implementations – but they’re not prescriptive by any means and are quite flexible. No matter how you’re thinking of using community, someone before you has likely pulled it off.

SETTING IMPLEMENTATION GOALS AND STRATEGIES

Selecting the right insights community partner is a critical decision. Be sure that your partner understands your specific use-case and your organization’s strategic needs as you embark upon defining and designing a solution that will meet your needs.

 ARE YOU READY TO START A CONVERSATION?

We’d love to help you flesh out your specific needs and assist you with our POV on the proper scope, size, composition, and implementation to help meet your objectives. Contact us to get in touch.  We’d love to hear from you.