Friday, February 15, 2013

No you do not want a customer portal!

Oh how many times must I tell prospect? How many bloody ways are there to inform a potential client that a website is not a community and a community is not the instant way to gain and keep users ? Loads!

In the past I've used the 'Field of Dreams' analogy when clients and prospects have wanted to build a community site. The expectation back then was that users will just arrive automatically once the site was delivered. But this was sorely not the case and a lot of white elephants got built and subsequently junked.

Move forward a few years to the present and the Field of Dreams analogy is as relevant as always and still basically sums up my approach. Building a community is not just about designing and developing a website... It's about what you do to create & maintain visitors and their engagement.

If you do not plan to keep the community healthy and give them a reason to return... and this means a commitment of effort (time and / or budget), then don't even bother starting one in the first place!
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