Executive Summary
Online Communities Provide Value Beyond Call Deflection
The expectation of the value of an online community is often associated with cost savings – just as call deflections can reduce the costs of customer service. While many cost savings are possible, there also are six major areas through which an online community can contribute to a company’s revenue, profits and margins. The six areas are: increased revenue through new products and services; enhanced communications, marketing and public relations; improved employee engagement; better business cost efficiencies; expanded business value in customer service; and heightened senior leadership and board member business guidance. With this paper as a guide, leaders can create a basic blueprint to embark on a discussion about whether to create an online community, the value the community can provide, and how best to lead this key strategic initiative in their organization.