Interacting with customers from a distance has become more widespread due to the pandemic. To reach customers in the digital-first landscape, marketers and customer experience (CX) teams must continuously listen to identify the new expectations customers have. Delighting them requires an agile approach and the ability to act quickly on customer feedback. AI-powered sentiment analysis can help manage and implement a large volume of data, and digital community-building provides a window into true sentiment about the business.
Real-time insights about customer sentiment can be gathered from a variety of sources, including social media and contact center conversations. AI-powered sentiment analysis can sift through all the feedback, identify what is relevant, and pinpoint critical insights that brands need to learn from. Additionally, building digital forums and communities creates a space for customers to speak with people they know and feel comfortable with.
Marketers and CX teams must adjust to shifting expectations and move at the speed of their customers' changing expectations. AI and machine-learning technology can offer valuable insights, while digital community-building can help build a central location to observe customer sentiment and take the right actions to improve customer experience.
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By making community a core part of your strategy, your brand can create better products and achieve higher engagement and retention rates. But building your community on someone else's platform is full of risk.
Today, most people expect brands to foster open channels that enable businesses to actively listen to feedback, address concerns promptly, and personalize user experience. A channel that has proven adept at doing all that and more is a brand online community.