By October 2015, Quick Base’s advocacy community was clearly a failure.
Surveys showed Quick Base’s customers had remarkably NPS (net promoter scores), but those customers weren’t doing any promoting (a common problem).
The purpose of the Quick Base community was to get members to share good reviews on these sites. But, so far, they had less than 20 reviews…and even those reviews weren’t great. They often miscategorized Quick Base and failed to highlight what makes the company different.
So they took a different approach, they began inviting members with high NPS scores into a private group. They learned more about their members, built a stronger sense of community, and provided the right kind of information to create reviews.
Today Quick Base is the leader in its category with over 150 reviews. This is an incredible influence on someone’s decision to buy.
Three important aspects of this story:
1) You don’t need a big community to have a huge impact. Just a few hundred highly committed members will have a far bigger impact than a community for all your customers. Too often we try to build a community for all our customers instead of just our best customers.
2) NPS scores are a great way to find your most committed customers. NPS is a terrible gage of measuring the value of a community, but a fantastic tool to find your most likely top members. Invite the top into a unique group and ask them for more.
3) Ask members directly for behaviors you want. Sometimes you do need to provide incentives, but often members simply want to help. If they’re happy customers, they’re going to be keen to help because they want to help.
Final thought, if you are specific enough in the impact you’re seeing, just a tiny number of the right behaviors have incredible leverage.
p.s. How many reviews would it take for you to be the top product in your sector?