User communities build engagement and reduce cost


Self-service leads to higher customer satisfaction, lower attrition and more educated customers. This results in a decrease of questions to support teams. In last weeks’ TechTalk I interviewed Kenneth Refsgaard (Insided) about the value of user communities. He showed me how a KPN customer, Peter G., posted over 35.000 reactions in 6 years. These were all answers to other users’ questions in KPN’s online user community.

But that’s not the only advantage of a user community. Customers are also much more engaged and even help drive the product roadmap, leading to higher NPS and increased feature adoption.

Kenneth explained why user communities are especially relevant right now, where they sit in relation to other channels (like phone, chat and chatbots), how the community content complements company content, and what’s in store for the future.

Watch the full TechTalk here!
Joleen van der Zwan


Joleen van der Zwan is Global Community Manager for SogetiLabs. She has a diverse background in media, retail, health care, aviation and banking industries. She provides customers with insights and advice on new technologies related to their strategy. Joleen is experienced in innovation management, project management and business analysis. She is always up to date with the latest developments in technology. And she knows how to apply this due to her knowledge and experience in strategy and design thinking for innovation.

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