Are you curious what the real value of your brand community is? Well, it could be worth millions…
When this company hid their community for 4 months, their costs skyrocketed. They found out it’s 72% cheaper for them to answer a user’s question via the community than customer support.
They also found that during the experiment, when the vast majority of customers turned to customer service instead of the community, the satisfaction scores of customers plummeted to one of the lowest levels on record.
Thanks Richard Millington for this very interesting experiment.