The SSPA Research ‘topic of the month’ for November was web collaboration, and when I surveyed members to see what they wanted me to write about I expected Web chat to be the top vote getter, but turned out “Leveraging Web 2.0 to Improve Collaboration With and Among Customers” was the most popular choice. I just published a report on this topic, and thought since it was a Web 2.0 topic I should recap a truncated version here.
With many companies launching ‘voice of the customer’ initiatives, input from customers is becoming more sought after than ever before. As support organization push towards Value-Added Support, direct input from customers is critical to delivering service offerings and products that not only fit customer needs, but help deliver more business value and better enable customer success. But capturing customer feedback isn’t always easy, and relying on surveys as the only mechanism to gather input will soon exhaust the patience of some customers. Finding new ways to collaborate with customers, and encourage peer-to-peer customer collaboration, is a good strategy to collect the necessary input, as well as build stronger relationships with customers overall. (more…)