Demand Metric and Vanilla Forums

Demand Metric and Vanilla Forums

Research shows that online communities impact every stage of the buyer’s journey and revenues see a measurable lift as a result.

Vanilla Forums, online customer community platform, and Demand Metric, a research and advisory firm, today announced the availability of a new research report called “2016 State of Online Communities for Customer Support”.

Communities offer the promise of reducing support costs, encouraging advocacy and serving as a platform for sharing best practices. The content that is collected in an online community can provide rich insights into customer behavior, preferences and needs.

This research shows that the very presence of a community in the lineup of support channels can influence the revenue contribution of the support process. The complimentary report is available on Vanilla Forum’s website.

Key findings from the report include:

  • Half report that having a community has a significant impact on their revenue.
  • Quality content generated on a community leads to higher customer satisfaction ratings.
  • Communities are very important at every stage of the customer journey from consideration to purchase.
  • Feedback from customer communities is extremely valuable in gaining insights about customers, solutions and opportunities.


“Our research examined the relationships between the customer support process, the customer journey, satisfaction, and revenue. We wanted to understand how communities contribute to all of these things. Most organizations understand that support is a key driver of satisfaction, but what we learned is that when a well-curated community is part of the mix, satisfaction and support-related revenue see a measurable lift.”, said Jerry Rackley, Chief Analyst at Demand Metric.

“A company that is willing to facilitate a community for its customers is obviously going to need to respond to community feedback and will ultimately provide better service and a better product.”, said Luc Vezina, Vanilla Forums’ CEO.

Vanilla Forums and Demand Metric will be hosting a free live webinar about the role of customer communities in self-service support on Oct 4th 2016 at 3PM ET. To attend, please RSVP here.

About Demand Metric

Demand Metric is a marketing research and advisory firm serving a membership community of over 80,000 marketing professionals and consultants in 75 countries. Offering consulting methodologies, advisory services, and 500+ premium marketing tools and templates, Demand Metric resources and expertise help the marketing community plan more efficiently and effectively, answer the difficult questions about their work with authority and conviction and complete marketing projects more quickly and with greater confidence, boosting the respect of the marketing team and making it easier to justify resources the team needs to succeed. Visit:

About Vanilla

Vanilla provides brands and organizations with a one-stop-shop solution that combines the power of customer communities, Q&A, knowledge base, and ideation to help improve customer experience, drive brand loyalty, and foster meaningful connections, all while reducing support costs.

More than ever, consumers of content, goods and services want a voice within a community that shares a common interest. Vanilla’s cloud-based community software is the enterprise standard used by top brands to better engage customers, drive loyalty, empower advocates and reduce support costs.

Founded in 2009, Vanilla started as an open source project. In 2018 alone, Vanilla powered over 3 billion brand and consumer discussions, being the most widely used hosted community platform online.