Developing and nurturing a community of power-users of the product generates a sense among even casual users of being part of something bigger, whether or not they are active participants in the community.

Building social features within the product or an online forum where enthusiastic users can meet, discuss the product, report problems, generate new product ideas, etc. requires significant sustained investment, but is not the only way to support and engage with users; often self-organized communities spring up quite organically around apps and games without any input or control from the publisher.  Such users often voluntarily act as unpaid ambassadors and promoters both offline and online in other networks and forums.  Engaging with these users wherever they are, making them feel appreciated and valued is likely to accelerate and magnify the community effect.

Supporting users who have problems or encounter bugs can turn a disgruntled user into a loyal one, reducing their likelihood of churn and potentially turning them into a promoter (this is verifiable through sentiment tracking before and after community support interactions).  Support also requires investment, although generation of self-serve resources such as FAQs, chat-bots and how-to guides can reduce the resources required in answering emails, phone calls or online enquiries.


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