Vision Critical

The customer insight platform
for customer-centric companies

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Running an insight community is as much about attitude as it is aptitude. To succeed, a community manager needs to have a progressive mindset above all else and be constantly looking for ways to innovate and evolve the community program. 

Running an insight community affords the right person a chance to be part of a larger strategic initiative, impact corporate level KPIs, and have a seat at the table at the highest levels of the business. Depending on the size of your business, a community manager oftentimes is a customer insights professional, but many of our current customers sit in other areas of the business.  Community managers come from a variety of backgrounds and departments. It is NOT necessary to hire someone just to run the community. 

A community manager typically spends their time in five key areas. The proportion of time spent on each area will depend on their interests and aptitudes, organizational dynamics, or external services. 

  1. Generating insight 
  2. Engaging community members
  3. Engaging business stakeholders
  4. Administration
  5. Other work, not related to the community


To help understand skill sets valuable to the role of a community manager, we’ve provided a brief look at a typical day in the life.




Sparq Next is Vision Critical’s customer community. Our community exists so that we can build better products, improve marketing campaigns, and measure and improve the customer experience. We use our own customer insights platform and services to run Sparq Next the way we would advise our customers.

How to Operationalize and Resource Your Insight Community

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Robert Hein

Robert helps Vision Critical’s customer-facing teams deliver more value to customers at every possible touchpoint in their journey. Managing the Sparq Next insight community, he connects the customer’s voice to the product, marketing, and customer success functions. His practical applications of insights supports the customer-centric mission of Vision Critical.

He designs, measures, and improves customer experiences with a solid connection to our business goals and history. When he’s not championing the customer journey, you can find Robert methodically creating ikebana, Japanese flower arrangements.
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