Community Beyond Support Forums: From Case Deflection to Customer Connection

# Format: Best Practices & Playbooks

# Theme: Community Building & DevRel

# Role: CX/Success/Support

# Theme: Customer Success & Support

# Theme: GTM Strategy & Trends

Shifting from support-first to engagement-first: the new role of community in customer-led growth and engagement.

November 14, 2025

Joshua Zerkel

For many organizations, “community” is synonymous with forums. Customers come to ask a question, search for an answer, and leave. While this model has value for reducing support costs, it limits the potential of what community can be. Forums alone rarely inspire belonging, advocacy, or sustained engagement. Worse, they can reinforce a perception of community as a cost center rather than a growth driver.

Today’s customers expect more. They want direct access to best practices, content, and peers who can help them succeed. Communities built around meaningful engagement, not just case deflection, are proving to be critical drivers of adoption, retention, and expansion.

Building engagement hubs that drive retention and growth

The shift begins with redefining the purpose of community. Instead of framing it as a channel to absorb support volume, position it as a hub for engagement marketing. This means:

Leading with content. Provide guides, playbooks, and event recaps that help customers apply your product in real-world contexts.

Creating dialogue. Design spaces for customers to share their own approaches, not just troubleshoot problems.

Tying to outcomes. Align community programming with business goals such as adoption of key features, product feedback, or customer advocacy.

By changing the narrative, community stops being about ticket deflection and starts being about customer success.

Lessons from organizations doing it well

Some companies have successfully evolved beyond forums by anchoring community in engagement:

Figma built its community around collaboration and creativity. Instead of support-first, it highlights community-created design files, tutorials, and showcases that inspire users and deepen adoption.

Salesforce Trailblazer Community combines peer-to-peer Q&A with structured learning paths and events, turning community into a central driver of product mastery and career growth.

Notion amplifies templates and workflows shared by its users, ensuring community contributions become part of the product experience itself.

In each example, the forum still exists, but it is not the focal point. Instead, curated content and meaningful interactions lead.

Practical shifts to reframe community

To move beyond support forums, GTM leaders should consider a few practical steps:

Redefine success metrics. Move from ticket deflection as the primary KPI to measures of engagement, adoption, and retention. Track metrics such as feature adoption rates, number of peer-to-peer discussions, or percentage of customers engaging with community content.

Integrate content front and center. Make sure that community hubs showcase playbooks, guides, and event recaps prominently. Create navigation that leads customers to resources that help them succeed, not just to discussion boards.

Use forums strategically. Keep Q&A areas, but set clear boundaries. Direct high-volume support issues to official support channels, while community discussions focus on learning, sharing, and strategic problem-solving.

Tie community to programs. Every major campaign, event, or product release should link to community conversations. This reinforces community as the connective tissue across the customer journey.

Invest in moderation and facilitation. Strong community managers ensure that conversations remain constructive, and they highlight valuable contributions that align with adoption and success goals.

Community as an engagement hub

When community is reframed as a hub for education, dialogue, and connection, it becomes a multiplier for every GTM function:

Marketing gains a living channel for campaigns to continue as discussions.

Sales sees customers whose adoption strengthens expansion opportunities.

Product gains insights from active conversations on what works and what needs refinement.

Customer Success scales its reach by pointing customers to curated resources and peer answers.

This is community not as a support tool, but as an engagement hub. One that drives measurable outcomes, deepens relationships, and creates loyalty that competitors cannot easily replicate.

It’s time to move beyond support to true engagement

Support forums still have their place, but they’re not the endgame. By redefining community as a space for connection and content, organizations unlock a more powerful lever for retention and growth.

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