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The Business of Community

By Laura Craft

Individuals are overwhelmed with information, and that is increasing with the onslaught of AI. People crave real conversations and authentic connections, cultivating trust and relevancy.

Communities address customer needs while changing how organizations establish customer trust, inspire advocacy, and ensure retention – but stakeholders can’t always see it. Stewards of community programs must help stakeholders connect the dots between engagement and business strategy, operations, and business models.

In this session, Rachel will share over a decade of research about how communities:

  • Generate shared value for organizations and customers.
  • Mature and implications for investment, value, and operational needs.
  • Impact an organization’s business and strategic objectives.
  • Mitigate increasing market risks and volatility.