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.