‘Petri’ is an online community analytics tool that enables companies to identify future online community leaders. It can help to translate community and customer engagement into revenue by leveraging community feedback, to deliver improved customer-driven product innovations and insights.
The advent of the “social customer” presents both risks and opportunities for customer engagement models. Many customers now search for product and service reviews, or join online community forums to communicate with other customers, before making a purchase decision. According to the 2012 Nielsen Trust and Advertising Global Report, 92% of consumers trust recommendations from people they know and 70% trust online endorsements, whereas only 33% trust online advertisements.
Online communities are also increasing in their importance in building long-lasting loyalty and relationships. According to Ebay, community users spend 54% more than non-community users (Ebay 2006).