b'SECTION 05 CREATE AV ALWELUE EXCOMINGCHANGE FOR MEMBERS ENVIRONMENTUser environmentSo youve created a smooth onboardingHow do you do this? Think about the Data integration Data exchangesprocess, and integrated your back-endbarriers to a smooth user experience data environment with existing systems the things which make websites or apps what remains in this step is to make thedifficult to use; difficulty of navigation, Think of data as building blocks.Data exchange tools act as theactual user environment feel active,lack of clarity, and lack of content. Good With a few blocks you can start to buildmiddle-man between your data systemswelcoming and user-friendly. design can limit the damaging effects of up a pretty decent understanding of yourand the platform the insight communityall of these. customers, but the more you have theruns on. The data exchange refreshes the more intricate that picture becomes.data used by the community platform on The integration of data from differenta daily or even hourly basis, meaning its channels into your Insight Communityalways up to date. The integration can help to build your understanding,process is two-way, so your systems canWhether on desktop or mobile, your community should have: spot trends and achieve ROI quicker.be updated with survey information, community segments and insights. Ease of navigation: Limit the number of different areas, and make sure the top page CRM integration has direct routes to all the important ones, with easy ways to get around once Keep the purposemembers are in different part of the community. The quickest way to relate Communityin mind Clarity of action: A community is an interactive site - every part of it should make it members to your brands definitions onobvious to a member what you expect them to do. Clear calls to action - log in, check customer lifecycle is by integrating yournew tasks, see latest activity, reply to posts, and others - should be in every section. CRM data. This way you can easilyOne thing we often talk about whenPrimacy of recent content: Activity breeds activity. If your community feels static, or conduct research to people at differentit comes to data is analysis paralysis.empty, or if the first things members see when they log in are old conversations or stages, incorporate sales intervention forThe point in which you have so muchout-of-date news, they will not be motivated to contribute as much or as deeply as you better results and ensure your communityinfo you become blind. When it comesneed. Make sure youre directing members to fresh and active parts of the community. is speaking the same language as the restto layering up our building blocks of data of your business. its important that you ensure that these blocks fit together.All your data should work to a shared Transactional datalanguage that builds up a full picture. When youve built up your blocks your Insight Community will make it much Understanding what your customerseasier to access, interrogate andThe need for fresh and motivating activity have been up to is useful in figuring outhumanise that data. A community is what they might do next. If you havemore than just a repository for data asbrings us nicely to the next step in creating transactional data such as website visits,your team can have direct contact with email opens, purchase history, loyalty cardcustomers and who can explain, in reala successful Insight Community - increasing data etc this is a great asset to add intowords, what the data says. And an your community. Close your feedback loopInsight Community humanises data bymember engagement and keeping the by cross- referencing buying activity withgiving vivid contextual and qualitativecommunity healthy. community members. Whats theirinformation alongside powerful analytics.feedback on recent purchases? What drove them to you versus your competitor? How do they perceive your brand vs what do they buy? Identify the factors which predict or drive changes in customer life cycles and you can unlock more accurate customer value models.35 | INSIGHT COMMUNITIES 2023 36 | INSIGHT COMMUNITIES 2023'