A lot of product don't get their owners' attention because they are not used to their full potential. Whatever the user experience quality of your products, the learning curve can be daunting, and not-useful-enough products won't make the cut when it comes to budget allocation.

Community support applications can help, by providing users answers to their usage questions, as well as links to related content. Dimelo's mini-feeds add the serendipity necessary for content discovery. Video tutorials, FAQs, and tips can also be displayed on category pages.

With easy access to product knowledge, users augment their skills, and use more features. That way, your products gain share of mind, and will be included in new budgets, allowing for deployments and extensions.

Cross-selling and upselling marketing can also leverage trusted community support environments by inserting relevant information about related products in a conversation page, or adding related blog entries showcasing new products. Readers will see the advertising as a quick link to a solution to their questions, and you will achieve high conversion ratios.

Your customer may buy more from you, but they may also make other people buy. Net Promoter Score (NPS) and brand advocacy are also a powerful mean to optimize customer value. By having fine conversations with you, your customers will develop attention to your brand, and your brand will be in their mind when they are in a situation to recommand a brand to their personal network.