When selling the idea of community internally, we must ensure the goals of community are aligned with organization goals.
This will typically start with the focus of the team or department presenting, Marketing will promote advocacy goals while Support will promote ticket deflection and improved customer experience, while trying to tie these to high level organizational drivers such as reduced churn and increased retention.
These goals are extremely important and the outcomes they drive are paramount to the communities success….BUT to achieve these goals you have to keep the customer in mind.
The community has to provide value to the user in order to lure them in, but more importantly to get them to return time and time again.
