Validating Customer Communities

group

Courtesy of mtsofan's photostream on flickr.

I’ve known Steve Finikiotis over at Touchpoints for some time, and especially appreciate his concept of the Validation Principle. I’ve seen the Validation Principle at work in my own experience managing online communities, as well as participating in many online communities. The key to any online experience is engagement, and engagement means relating empathically to other people in a way that they appreciate. Steve recently outlined the relevance of the Validation Principle to Twitter use, and other social media, in a succinct way.

If you use Twitter or any of the other social networking tools, you’re bound to notice how much people crave acceptance and appreciation…Its obvious that people like being shown appreciation, but there’s more to being appreciated than meets the eye…When we’re validated by others, we’re inclined to bond with them. I call this the Validation Principle, and it’s one of the keys to building durable customer relationships.

The bond Steve is alluding to is a key part of any successful customer community. It contributes significantly to a community’s duration. Developing such bonds though is not an easy process, requiring time as well as attention. It involves learning from customers, and it involves their learning from your actions in relating to them.  

Rule number one in managing customer communities is don’t fail to listen. Additionally, failing to recognize that customers know you are listening but feel like you just aren’t hearing them is equally damaging. Sometimes it is possible to listen effectively in an online community itself. Other times, you may need to actually do research to directly engage and validate passive members who mostly consume content (sometimes referred to as lurkers) to really understand the dynamics of an issue playing out in an online customer community.

What have you learned from engaging passive content consumers in customer communities?

Posted by Larry R. Irons

Share this post…

add to del.icio.us : Add to Blinkslist : add to furl : Digg it : Stumble It! : add to simpy : seed the vine : : : TailRank : post to facebook

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: