Not only a good multi-channel communication
Posted: Tue May 27, 2025 7:22 am
The danger of a community as an ideal picture
Online communities are often initiated by marketing or sales. They therefore run the risk of growing into a motley collection of information. There is also a chance that the connection with the rest of the organization is missing. The online community can then become a kind of ideal picture: an image of the organization is created that customers must find attractive.
In the short term this can give a positive impulse, but in the long term such a community often does more harm than list to data good. Customers can sense it without fail when the organization behind the community is not authentic. And customers get disappointed or even angry when promises are not kept, with all the consequences that entails.
community
Many companies take a step in the right direction by first asking the question 'What does the customer want?'. Although the answer to this question will not be the same for every organization and every customer, I believe that there is indeed a basic profile that applies to every customer and every organization. From my years of experience with customer dialogue at organizations of all shapes and sizes, I have been able to define eight generic values for customer engagement or real involvement with your organization:
Multi-accessibility infrastructure ensures accessibility. The employees in your organization must also be accessible in behavior: really listening to customers and that is not easy in these hectic times.
Radiating trust
Online communities are often initiated by marketing or sales. They therefore run the risk of growing into a motley collection of information. There is also a chance that the connection with the rest of the organization is missing. The online community can then become a kind of ideal picture: an image of the organization is created that customers must find attractive.
In the short term this can give a positive impulse, but in the long term such a community often does more harm than list to data good. Customers can sense it without fail when the organization behind the community is not authentic. And customers get disappointed or even angry when promises are not kept, with all the consequences that entails.
community
Many companies take a step in the right direction by first asking the question 'What does the customer want?'. Although the answer to this question will not be the same for every organization and every customer, I believe that there is indeed a basic profile that applies to every customer and every organization. From my years of experience with customer dialogue at organizations of all shapes and sizes, I have been able to define eight generic values for customer engagement or real involvement with your organization:
Multi-accessibility infrastructure ensures accessibility. The employees in your organization must also be accessible in behavior: really listening to customers and that is not easy in these hectic times.
Radiating trust