New study on customer communities
Are online customer communities an undervalued marketing approach?
A new research study released today by Communispace, “What
Companies Gain from Listening: The Effect of Community Membership on
Members’ Attitudes and Behavior in Relation to the Sponsoring Company,” found that:
- 82
percent of the surveyed community members said they were more likely to
recommend a company’s products since joining its community. - 76 percent felt more positively about the company.
- 75 percent felt more respect for the company.
- 63 percent said that membership had increased their trust of the company.
- 52 percent were more inclined to purchase products from the company.
Why do communities affect people so much? One reason may be that it
provides a way for people to talk with a company and feel heard: 91
percent said they felt that their community allowed them to give candid
feedback and suggestions to the company.
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