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The not-so-silent majority: How we built our online BPM community

This week’s guest blog post is by Vasileios Kospanos. Vasileios is a Senior Marketing Executive at Bizagi.  If you haven’t already, check out the real user 5-star reviews of Bizagi here on IT Central Station.

I was particularly interested to read a post earlier this year by IT Central Station’s CEO Russell Rothstein. His blog post, ‘Listening to the Silent Majority’ made the interesting point that the overwhelming majority (90%) of individuals within enterprise technology circles fail to effectively convey their feelings about the products they use.suite_ft_quality

For many of us, this may strike a chord: as an end user of other enterprise products & services, engaging with a faceless corporate – however proficient our social media expertise – may seem like a lot of hard work… and for what?

So how can we engage this 90% and give them a voice?

As Russell has previously shown, it’s all about providing the tools, the support and ultimately, the end user value. At Bizagi, we rely on recommendations – take them away, and we have no business!

And like IT Central Station, make sure you give your customer something worth having: even better, go beyond their expectations. If you want people to rave about your products, then under-promise and over-deliver.

In our case, it’s our freemium model – not only can you get Bizagi software for free (2.5 million downloads and counting) there’s none of the usual caveats: no time limits, no restriction on user numbers, no notable feature limitations. The ‘what’s in it for me’ is quite obvious, but we think there’s more for the Community than some snazzy BPM modeling software – however good we think it is.

Bizagi provides a platform where the Community can openly share their user experience, exchange hints and tips, even develop and swap BPM apps – all of which adds up to benefits on both sides, says Jolanta Pilecka, CMO for Bizagi:

“It’s a two-way thing: the better your product is, the more your customers will recommend you and the more you can spend making that product better. Over 25% of our revenue gets reinvested in R&D – in striking contrast to the single-digit industry average.”

Our final takeaway: once you’ve got your customer, don’t neglect them: make them excited to be part of your brand. Our #FlyMeBizagi competition, which allows community members to gain points in exchange for more software referrals, has already seen our customers engage in healthy competition. We can’t wait to tell one of our users that they’ll be flying to Brazil for this summer’s FIFA World Cup.

Last week, Bizagi was named in the Top Red Herring Europe 2014 Business award winners list. We were delighted to see our ‘incredibly loyal customers’ and ‘impressive user community’ mentioned as reasons for making the cut.

So for all customers reading this article: this one’s for you!

Ariel Lindenfeld

Ariel Lindenfeld

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