When customers and companies truly collaborate, we create the possibility for ‘commercial magic’. Something that not only makes a company more profitable, but also makes everyone involved feel the good human stuff like self-esteem, purpose, and altruism.
Here are three examples of ‘commercial magic’ I’ve witnessed:
1. A company made its own resources available to a customer for their personal project. That project became an innovative website. That website gained the company an extra 25,000 customers who would not have been able to use the company’s services otherwise.
2. A company ran an online discussion that surfaced an idea from a group of customers that turned into a product that then became 90% of the company’s sales within six months.
3. A company worked with a customer who created infographics. The company started referencing one of these infographics in its social media responses. Within a year that infographic had 500K views and reduced the company’s spend on social media for that topic by 60%.
In each of these cases there was one person working behind the scenes to bring the customer and company together. In each case the person was different, but the thing they had in common was a job title: Community Manager.
I believe that collaborative communities are the future of business; and in my experience Community Managers are the 21st century magicians. This is the role that has the greatest power to create sustainable value for an organisation.
Thank you to all the amazing Community Managers who work at Standing on Giants. Our company wouldn’t be here without you.
And if you’re reading this and have your own favourite example of customer/company collaboration, made possible by great community management, I’d love to hear about it in the comments below.
ABOUT THE AUTHOR
After 20 years in various consumer-facing roles, I’ve learned that what motivates me is unlocking human potential for the benefit of individuals, organisations and society. That’s what thriving communities offer and that’s why I love coming to work. At giffgaff, our guiding values included humility, respect, and collaboration. These same values flavour everything we do at Standing on Giants.