The answer depends on the size and structure of your organization, as well as the goals and objectives of your community engagement strategy. Ultimately, the most important factor in choosing who should manage your customer engagement portal is their ability to effectively engage with your customers to create personalized, memorable experiences.
For the best results, you should identify a person or core group of employees who are naturally brand champions. These people live and breath your brand and get excited about connecting like-minded fans with your brand.
The ideal champion is:
A customer advocate
Excited about the brand
Personable
Transparent
Eager to leave a lasting mark
Technologically savvy
In general, the following individuals or teams may be a good fit for managing your portal:
The marketing team is often responsible for creating and executing customer engagement programs. If your program's goals are to increase revenue and engagement than you they may have the skills and resources to manage your portal effectively.
The customer retention team is responsible for handling customer inquiries and providing support, and they may be well-suited to manage a customer engagement portal that includes customer feedback and support features.
A community manager is responsible for building and engaging a community of customers, and they may be the ideal person to manage a customer engagement portal that includes community features such as forums, discussions, and events.
A brand manager is responsible for overseeing the brand's image and reputation, and they may be a good fit for managing a customer engagement portal that includes brand-specific content and messaging.