Many products have thriving online communities. In these communities customers visit to ask questions about the products. Other members address those problems, often in exchange for points and rankings.
This is a fine way to reduce the customer-service overhead, but do you really want to base your entire community efforts around people having problems with your products?
Don’t you want to aim a little higher? Don’t you want to build a community of people that love your products or are emotionally engaged in the field/sector your products are in?
This isn’t to say you should abandon your current community, but you should certainly grow beyond that.