Top 10 Issues With Proprietary Web Communities

Archived Published: 08 November 2011 ID: G00226713


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Organizations frequently deploy peer-to-peer communities on their websites in an effort to decrease support costs. Customer service and marketing professionals must be aware of 10 key issues surrounding communities to realize that and other business benefits.

Table of Contents

  • Analysis
    • Issue No. 1: Peer-to-Peer Communities Require a Login, and Members Need to Create a Profile
    • Issue No. 2: A Peer-to-Peer Community on an Organization's Proprietary Web Is Not an Intuitive Destination
    • Issue No. 3: Communities Are Frequently Disconnected From Popular Consumer Social Networks
    • Issue No. 4: It Takes Time to Build a Tribal Knowledgebase
    • Issue No. 5: Community Member Records Are Not Usually the Primary Customer Records, so the Records Need to Be Joined
    • Issue No. 6: SLAs for SaaS communities Have Not Been Standardized
    • Issue No. 7: KPIs of Communities Directly Indicating Value-Adds to the Business Have Not Been Standardized
    • Issue No. 8: Determining Community Staffing Creates Cost and Morale Issues
    • Issue No. 9: Strategic Planning of the Customer Service and Support to Be Offered in Communities Is Too Often Overlooked
    • Issue No. 10: Executive Commitment Is Needed to Build a Successful Community While Costs Go Through a Temporary Period of Increase
  • Recommended Reading
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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