Can Your Customers Engage With Each Other?

One of the easiest ways to test whether you're embracing our Fast, Flat and Free world is with this question:

How easily can your customers engage with each other when you're not around?

You might be making it easier for them to engage with you (e.g. 24/7 customer support, fast response times, monitoring Twitter), and that's a good start. Two-way engagement is good, but it's still one-to-one engagement.

The real power comes when you allow them to engage with each other, and the Internet makes this possible (e.g. online forum, wiki, Facebook page). It gives new customers a tool to ask questions, passionate customers a platform to rave about you, and everybody in between the chance to feel a stronger connection with your brand and organisation.