Operating Model

10 Tactics for Stronger Customer Communities

Group of hands together representing community

Published On: 10th Nov 2026 08:00 - Modified: 20th Oct 2026

Have you noticed that the leading brands of today are doing more than just building a customer base? They’re going above and beyond to build communities!

And for good reason too! As explored in our webinar on The Future of Customer Contact, a strong customer community turns transactions into relationships, where customers don’t just buy products, but instead interact with the brand, share experiences with each other, contribute ideas, and ultimately become advocates.

So, how do you turn this dream into a reality? We’ve rounded up 10 real-life examples from inspirational customer communities to help you get started.

1. Create a Community Blog or Lifestyle Hub

One of the simplest ways to build a community is by creating a content hub that focuses on lifestyle rather than products. Instead of only publishing promotional updates, these blogs tell stories about the people, experiences, and culture surrounding the brand.

For customers, this provides inspiration connected to their interests, a sense of shared identity with the brand, and a place to see themselves reflected in the community.

Blakely Clothing’s Life blog is a great example of this – as rather than simply showcasing clothing collections, the blog features community events, collaborations, travel stories, and behind-the-scenes content from the brand’s lifestyle.

The brand ultimately acts more like a publisher or lifestyle magazine, strengthening the sense of community.

2. Host Real-World Events That Bring Customers Together

Online communities are powerful, but nothing builds relationships quite like meeting in person. Many brands strengthen their communities by hosting events such as workshops, competitions, fitness classes, or meet-ups. These events give customers the chance to interact with the brand and each other in a shared environment.

Lululemon frequently hosts yoga classes and wellness sessions, offering their customers real friendships and social connections, memorable experiences associated with the brand, and a deeper emotional bond.

The secret to their success?

By organizing community workouts and local events, Lululemon turns its stores into community hubs rather than retail spaces and that really helps to set them apart as a brand to keep coming back to – again, and again, and again!

3. Encourage Customers to Create Content

Many of the strongest communities are built when customers become part of the storytelling process. Encouraging user-generated content allows customers to share their own photos, videos, and experiences with the brand. This approach shifts the brand from being the sole voice to being a platform for the community.

One brand that has mastered this is GoPro, as their customers regularly upload extreme sports footage captured with their cameras. The brand then features the best content across its channels.

It’s a great cycle of engagement for customers, as they ultimately get recognition and visibility, as well as a sense of contribution to the community.

And it’s the gift that keeps on giving, as each piece of content gives users the opportunity to inspire others (and be inspired themselves!), ultimately creating a living breathing loop of user-generated content.

4. Turn Loyalty Programmes Into Membership Clubs

“Points mean prizes” loyalty programmes are everywhere these days. Therefore, to truly engage your customer base, you need to think far beyond collecting points – and instead switch your attention to community-focused loyalty programmes that feel far more like joining a club!

After all, when you can nurture a club ethos that provides exclusive content, early product access, and community recognition, customers feel that brand loyalty – gaining a sense of belonging and exclusive experiences all in one place!

Just like the customers of Sephora’s Beauty Insider, which blends loyalty rewards with an online community to give members a platform to discuss beauty routines, review products, and share advice.

This approach cleverly combines commerce with conversation for the ultimate win–win.

5. Support Causes That Matter to Customers

Communities often form around shared values. Therefore brands that support meaningful social or environmental causes can create powerful emotional connections with their audiences.

For example, Patagonia actively promotes environmental conservation and sustainability, encouraging its customers to participate in activism and outdoor preservation.

Not only does this bring the feel-good factor to any purchases, but for customers, this provides a sense of purpose, pride in supporting the brand, and opportunities to contribute to positive change.

6. Create Spaces Where Customers Can Help Each Other

Some of the most successful communities exist because customers can learn from each other. Forums, discussion boards, and digital communities allow customers to ask questions, share tips, and exchange ideas.

Just like Adobe’s user community, where designers, photographers, and creators exchange advice and solve challenges with Adobe software.

In these environments, the brand becomes the host of the conversation rather than the sole provider of information, enabling peer support and access to collective knowledge in a way that goes far beyond a standard FAQs doc.

7. Build Communities Around Shared Hobbies

Other brands succeed because they focus on a shared passion or hobby, as customers who identify with that lifestyle are naturally more inclined to connect with each other through the brand.

A strong example is Nike, which connects runners through training apps and challenges.

By focusing on the activity rather than the product, these brands build communities rooted in shared interests, facilitating connections with like-minded people, and providing longer-term motivation that takes the feel-good feeling beyond the buzz of buying something new.

8. Invite Customers to Help Shape Your Product or Service

Customers can also feel more connected to a brand when they have a voice in product or service development. Some companies even invite their communities to suggest, vote on, or design new products.

A standout example is LEGO Ideas, where fans can submit their own LEGO set designs and vote on concepts they would like to see produced.

9. Work With Community Ambassadors

You could also try appointing a handful of Community Ambassadors – passionate customers who represent the brand within their networks. Unlike traditional influencers, ambassadors typically have deep involvement with the brand community as they become role models.

For example, Gymshark works closely with athletes and fitness creators who represent the brand’s community and values. These ambassadors help strengthen the sense that the brand is built by and for the community.

10. Create a Narrative Customers Want to Be Part Of

Last but not least, build your community around a story that ultimately defines what your brand stands for and what it means to be part of the community.

So every customer aspires to be part of the narrative!

For example, Red Bull is very good at telling stories, creating media that celebrates adventure, creativity, and pushing boundaries.

★★★★★

Building a Customer Community Requires Long-Term Commitment to Creating Experiences That Bring People Together

Building a customer community is not about launching a single campaign or feature. It requires a long-term commitment to creating experiences that bring people together.

But it’s well worth the investment, as when customers feel that sense of belonging, the relationship changes. They are no longer just customers. They become members of the community and advocates for the brand!

If you are looking for more information to improve customer engagement in your contact centre, read these articles next:

Author
Megan Jones

Megan Jones, Editor, Call Centre Helper

Megan interviews inspiring people across the contact centre industry to capture these amazing voices and turn them into best practice articles – covering all elements of what it takes to deliver truly outstanding employee and customer experiences.

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