It’s 72% Cheaper To Answer A Question Via A Community Than Via Other Support Channels

Back in March, I shared some data on Twitter where we definitively proved the ROI of an online community by removing it from search channels.

To the best of my knowledge, no one has ever done anything like this before and it was the persuasive data we’ve ever collected.

It’s one thing to develop a formula in theory, it’s another thing entirely to deliberately cause traffic to plunge and see what happens.

Now I’m happy to say we’ve published the data in longer form in this article on Harvard Business Review.

Here’s a graph showing the impact of communities on phone and online support tickets:

If you want to learn exactly how we undertook the experiment and the full range of results we discovered (they are amazing), read the article at HBR.

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