Jason Silver from Airbnb shares his insights on their community engagement strategies and why it’s important. Building and engaging a community means more than just involving customers in conversation on social media, although that certainly is a valuable part of it. Community engagement entails reaching out to customers through a variety of forums, both online and offline, to learn more about who your customers actually are, what they like, and what they need and want.
By developing relationships with your customers, you can tap into a deep and ongoing source of customer data that can help you grow your business. For example, you can learn how customers are actually using your product (or would like to). This can be important information, as they may not be using your product the way you thought they would.
In short, the more you know about your customers, the better positioned you are to not only meet their needs, but to exceed expectations.