It’s Hard To Build A Sense of Community When The Building Is On Fire

Follow up to yesterday’s post.

If your members are angry, you’re not going to build a strong sense of community.

An acquaintance at Ning spent a year trying to build a sense of community between members. Ultimately, she failed not because she used the wrong tactics, but because her members were furious with her company.

You can’t sprinkle a sense of community approach atop a dysfunctional customer experience. If members are angry with you, they’re not going to be interested in feeling a part of something special together.

You either need to fix and resolve the underlying problem, and then build a sense of community, or instead forget building a sense of community and simply answer as many questions as effectively as possible.

p.s. This is typically why customer support communities have low sense of community scores.

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