User Groups: Best Practices For Gathering Customer Insight

January 1st, 2018

Lisa Nakano

Summary

User groups represent a valuable opportunity for organizations to engage customers and gather customer feedback. User groups can validate corporate and product strategies and provide early warning of potential problems. Maintaining the balance between user-driven and company-sourced content requires transparency between participants.

For B2B organizations, user groups can balance the goals of individual users with the company’s goals for improving customer experience. While a user group enables individual customers to engage with peers and company leaders, get more value from product investments, and influence the product roadmap, it gives the organization a chance to evaluate its success at meeting the needs of its customers and target markets. In this report, we review two types of user groups and the types of insights that can be gleaned from each of them.

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