The Internet has given voice to millions through countless public message boards, blogs, social networks, and media-sharing sites. Individuals use these public forums to express themselves – and while companies can learn a great deal by monitoring what is being said and/or hosting interactive blogs or message boards, some are leveraging the power of the Internet to connect and build relationships with influential customers. Companies who understand the benefit of reciprocal relationships with customers are getting in the conversation. They are sponsoring private online communities in which they not only maintain a dialog with customers but also nurture conversations between them. As a result, they gain insights about what drives their behaviors, and about the attitudes and emotions that bond them to a brand.

“Members in our communities love the idea of being consulted and, even more, the notion that they are being listened to – that their voices are important.” –Julie WittesSchlack, svp, innovation and design, Communispace

Private online communities are fruitful for many reasons. They are limited to those who are invited, typically in the hundreds. “For companies that truly want to connect with their customers, smaller may be better,” explains Julie Wittes Schlack, svp, innovation and design, Communispace, which creates and manages private communities for dozens of Fortune 500 companies. They are also password protected and fully transparent – participants know to whom they are talking (the sponsoring company) and with whom (participants are known to each other). “Because private communities are secure and more intimate, this creates an atmosphere of trust and yields more candid insights – as does the fact that our communities typically last a year or more so people get to know each other,” says Julie. Private communities are also facilitated, which helps ensure that everyone’s views are respected. “Moderators keep the conversation lively, pose questions, and bring up new topics to engage members in relevant conversations,” says Julie. Sometimes moderators just observe exchanges, hoping to gather insights, identify unmet needs, and understand emotions. “Many conversations are driven by members discussing their experiences and feelings,” explains Julie. “And companies benefit from these unsolicited ideas and feedback.” Moderators also keep members informed about how their feedback is being used. Letting customers know they’ve been heard increases feelings of trust and respect, and when they feel their opinions matter, they become vested and more loyal – all leading to a deeper connection with the company.