I think everything here is pretty much accurate. The danger here is searching for ideas (tactics) instead of taking a very strategic approach to this.
If the goal is to increase customer satisfaction (which is a great goal), then I’d begin by having newcomers and existing members take different CSAT surveys today so you have a baseline to work with.
Then I’d suggest making assumptions about what specific behavior members would need to take to feel a greater sense of satisfaction.
If the goal is call deflection, then this goes down a different path entirely).
Use yourself as a case study. What makes you feel a greater sense of customer satisfaction with any of the companies you buy from?
It might include things like:
- Asking questions and receiving a quick, respectful, reply from someone that sounded like a real human being.
- Being able to give my feedback on the company’s products or services.
- Reading information that would help me get more out of the product.
- Surprises bonuses I didn’t expect.
This leads into some pretty clear actions (and this is just an example).
- You want members to ask more questions.
- You want to reply quicker and better to those questions.
- You want to solicit opinions of customers.
- You want to create a place where experts in the products can share tips.
- You want to turn those tips into easily digestible content.
- You want to find surprise benefits to loyal customers.
Now I’d focus on these really specific things.
If you want to know how to get members to ask more questions. Ask those who do ask questions why they do it and how they feel about it. Change the messaging/reward system to accommodate those answer. You can work through each behavior in time to drive more of it.
This makes sure everything is clearly aligned with the goal of the community. It means you’re not searching for tactics that may not help you get closer to the goal.
Feel free to drop us a line if you like (email@example.com).