Our study highlights three key reasons why people are eager to engage in ongoing conversations in insight communities.
1. They feel appreciated
Ninety-three percent of customers said they feel appreciated when brands listen to them, according to our study. When companies reach out to them and ask for their opinions, customers feel valued and special. Customers like being a member of an exclusive group that’s able to advise on the direction of the brand.
More than 80 percent of community members indicated that they feel more loyal to a brand because of their participation in that company’s insight community.
2. They see their own influence
Almost 90 percent of customers enjoy “share backs”—information on how their input influenced decision-making at the company. Our study shows that customers enjoy hearing what brands are doing with their opinions and advice. They want to know whether the effort they are putting into answering community activities has a tangible impact on the company. Customers are more likely to continue to engage if they know the results of the participation.
3. They value authentic, ongoing conversations
Customers like providing feedback—both good and constructive. Customers in an insight community don’t always provide rosy, positive feedback. In fact, we found that members of an insight community can be more critical than those who aren’t members of a community. This might seem counterintuitive, but it makes sense; after all, if a customer already has a relationship with a brand and is using that company’s products and services, providing honest and constructive feedback could benefit him or her directly.