How to build Customer Communities

customer support: don't listen to your customers

Customer Communities for Dummies by Wendy LeaProbably the most sensible way to leverage screenshot functionality is in building customer communities. Social media best practice is moving toward proactively managed enterprise communities that benefit from many of the features of traditional, consumer social media (and also enjoy many enhancements). Consumers appreciate your Facebook page, and might be willing to hit ‘like’ every now and then, but they don’t always appreciate discussions from their brand of dish soap popping up on their private wall.

Managed customer communities are proven to lower customer support costs. Customers develop a large repository of FAQ and support material that is easily managed and analyzed through a platform such as Get Satisfaction. An excellent primer in customer community building was written by Get Satisfaction’s CEO, Wendy Lea, who has been a great advocate for the evolution of enterprise social media away from the fuzzy metrics of the FB page, and toward active, managed communities with a measurable impact on ROI.

The Benefit of Screencaps for Customer Communities

Screencaps are an essential feature in customer communities, too. Customers need to share information: where did the Web site break? Which button do I press next? And screen caps are an enormously efficient way of doing this. Customers can exchange multiple forum/wall posts before they reach a mutual understanding of, and solution to, a problem. A screencap can reduce those steps to one.

And there is always the fundamental business case of customer service: the average CS call lasts 5.97 minutes, and can cost the enterprise up to 1 dollar per minute. A screencap can significantly reduce that cost. The e-commerce basket isn’t refreshing properly? The registration form won’t render in Mozilla? The customer doesn’t know how to update their personal information? A screencap sent before the call can quickly reduce the time to pinpoint and resolve the issue.


Email, Chatbot, IM, VoIP… and, finally, screensharing.  Screen sharing has always been a part of the CS process, but is a method of last resort: when the Web site or the product is broken so irretrievably that the customer must give permission for client-side software to be installed, and give further permission for the CS agent to access the desktop and perform some operation under the customer’s guidance. It’s a long, arduous process, and is intrusive for the customer. But what if the customer were able to provide this level of information before a CS call was initiated, without software install, and to pre-empt the need for significant agent intervention?

Getting more information from the customer while deepening customer interaction and ‘engagement’ might be the result, but ROI and cost reduction should be the final yardstick, and screen capture clearly contributes to the bottom line.

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