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

Summary

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

Analysis

  • 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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