The Evolving Role of Customer Communities in an AI-Driven World | CMA Podcast

The Importance of Customer Communities

In this episode of The Customer X-Files, Alison Bukowski sits down with Jeni Asaba, Head of Community at Jamf, to explore the evolving role of customer communities in an AI-driven world.

As AI reshapes how we access information, a critical question emerges: Are customer communities becoming obsolete—or more essential than ever?

This conversation challenges the outdated notion that community is just a “forum” or content hub. Instead, Alison and Jeni reframe community as a living ecosystem of human connection, trust, and shared experience—one that fuels customer advocacy, drives retention, and creates real business impact.

Customer-Led Growth and AI

They unpack:

• Why most “communities” fail to evolve beyond content hubs
  
• How community acts as a pipeline for advocacy and growth
  
• The role of human connection as a differentiator in an AI-first world
  
• Why listening to customers (even the negative feedback) is a competitive advantage
  
• How to identify advocates through real behavioral signals—not vanity metrics
  
  

Ultimately, this episode makes a bold case: Community isn’t being replaced by AI—it’s becoming the trust layer that makes AI usable.

Key Takeaways Include:

Community ≠ Platform — It’s People

• Most organizations mistake a forum or Slack group for a community
  
• Real communities are built on shared purpose, relationships, and mutual support

Most Communities Start as Content Hubs—and Get Stuck There

• Many programs never evolve beyond Q&A or content distribution
  
• Growth requires intentional expansion into connection, programs, and engagement

Strong Communities Are Built on Human Values

From real community member feedback:

• Unconditional mutual support
  
• Inclusion as a foundation
  
• Shared ownership and generosity

Community Is a Revenue Driver (Not a “Feel-Good” Program)

• Drives retention
  
• Influences expansion and product adoption
  
• Creates internal champions and decision-makers

AI Increases the Value of Community (It Doesn’t Replace It)

• AI delivers answers
• Community delivers context, nuance, and validation

Human Connection Is the Ultimate Differentiator

• AI cannot replicate empathy, trust, or shared experience
  
• Customers increasingly crave human interaction in a digital world

Community = Built-In Advocacy Pipeline

• If you have customers → you have a community
• If you have a community → you have advocates

Advocacy Signals Are Everywhere (If You Pay Attention)

Look for:

• Frequent contributors
  
• Peer-to-peer helpers
• Event speakers and content creators
• Customers asking thoughtful questions

"Finding advocates is as simple as paying attention." ~Jeni

Negative Feedback Is a Competitive Advantage

• Silencing customers = missed innovation
  
• Listening builds trust and stronger products

Why Communities Fail

• Leadership treats them like static products
  
• Teams don’t adapt to customer needs
  
• Lack of experimentation and courage

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This is a must-listen for anyone in the CMA space that wants to grow their customer relationships and make an impact on revenue and outcomes.