Gartner Research

Optimize the Role of Peer-to-Peer Communities in the Customer Journey

Published: 16 August 2016

ID: G00313813

Analyst(s): Jenny Sussin , Guneet Bharaj


Organizations' external peer-to-peer communities can be destinations in, or facilitators of, the customer journey. We show IT leaders how to optimize their use to help achieve key business objectives.

Table Of Contents


  • Identify Customers' Reasons for Visiting Your Communities
  • Identify Your Organization's Reasons for Encouraging Customers to Engage With Communities
  • Position Communities as Destinations for Social Customer Engagement If Your Strategy Focuses on Peer-to-Peer Customer Support or Idea Generation
  • Position Communities as Facilitators to Guide Customers to Your Web Pages or Customer Service Representatives, So That Transactions Can Be Recorded in Your CRM System
  • Conclusion

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