Every community leader I know has been here: you launch a new space, excitement builds, and soon a few standout members rise to the top. They’re answering questions, welcoming newcomers, and sharing helpful tips & tricks. You recognize them, give them a badge, do some shout-outs, show them some love.
And then… it stalls. Not because those people stop contributing. They’re still showing up. But without clear expectations, a path to grow, and a way to keep momentum, the whole thing plateaus. Sound familiar?
That was the backdrop when I sat down in June 2020 with my friend and longtime community peer, Brian Oblinger, to record a podcast on super user programs. Back then, the big question was: “how many super users do we need? 5? 50? 1000?” It feels almost quaint now, but the episode is still worth a listen.
In 2025, the questions are different. It’s less about headcount and more about how to build programs that are sustainable, fair, and meaningful—for the business and for the people who make it run. That’s where I want to pick up the conversation today.
The Basics of a Super User Program
What is it?
At its core, a super user program is a way to recognize and support the people in your community who go above and beyond. They’re the members who answer questions before anyone else, share real-world best practices, and set the tone for everyone around them. The program gives them clear expectations, recognition, and opportunities to influence—making sure the benefit to them always outweighs the benefit to us.
Why create one?
A small group of super users can carry a customer community further than most people realize. They’re the ones answering tough questions at midnight, welcoming newcomers, and sparking conversations that keep the whole place alive. In most communities, they’re creating the majority of the content and driving the bulk of the engagement.
But here’s the catch: you can’t expect them to shoulder that load forever. Even the most passionate contributors burn out if they don’t feel supported.
That’s where a thoughtful super user program comes in. It gives them structure, recognition, and a sense of purpose—like clear criteria for how they’re selected, early access to roadmap previews, or a private space to connect with peers. It might mean a direct line to your product team so their feedback actually shapes features, or getting them on stage at your customer conference to share their story. Those kinds of moments make people feel valued and motivated to keep showing up. And when they feel energized, the whole community feels it too.
How are super users different from advocates or champions?
Advocates and ambassadors are often recognized for sentiment. They love your product, they’ll speak on your behalf, they’ll take a referral call. Super users, on the other hand, are recognized for their contributions. They show up day after day to answer, teach, create, and lead inside the community. Both roles are valuable, but they’re not the same.
Now that we’re clear on what they are, let’s talk about why they matter more than ever in 2025.
Why Super Users Matter in an AI-First, Digital-Led World
Community doesn’t exist in a vacuum anymore. It sits right alongside in-app guides, AI copilots, and digital customer success motions. And yet, with all this tech, the human layer is more critical than ever.
Here’s why super users are irreplaceable right now:
- Agentic AI is fast, but trust is slow. Automated answers can be efficient, but people still want to hear from other people who’ve “been there.” Super users bring that credibility.
- Self-service is the new default. Everyone expects answers without needing to work with a human. Super users extend that experience; surfacing solutions, curating content, and showing what “good” looks like so other users can find it right when they need it.
- Digital-led CS needs leverage. With smaller CS teams covering bigger books of business, it’s impossible to be everywhere at once. This is where super users fill the gaps: they share what’s working in the real world, surface issues early, and spot patterns your team might miss until it’s too late.
- Post-ZIRP efficiency. Growth isn’t about throwing headcount at problems anymore. Super user programs scale expertise without ballooning costs.
- Learning everywhere. From forums to product communities to Slack and Discord, learning happens in the cracks. Super users are the connective tissue that keeps knowledge accurate, fresh, and discoverable.
- AI needs their content. The articles, answers, and conversations super users create are the raw material that makes AI outputs more reliable and trusted. Jon Wishart, VP Community Strategy at Gainsight, shares more on the topics of Zero-Click Search, Answer Engine Optimization (AEO), and Generative Engine Optimization (GEO) in this post.
What I’ve Seen Work (and Not Work)
So what does it actually take to run a super user program that holds up in 2025? Here are the lessons I’ve seen matter most.
- Make It Earned, Not Given
Super user status should mean something. It’s not just another badge you hand out to whoever’s active that month. Set clear criteria for how someone earns it, and make it a one-year term (or less!) so it stays fresh. If they step back for a while, that’s okay. They can always come back when they’re ready.
- Balance Perks With Purpose
Sure, certifications and swag matter, but they don’t hold a program together. What really matters is giving super users a voice—like early access to features or a direct line to product teams. If their input actually shapes decisions, they’ll feel invested. If not, no perk in the world will keep them around.
- Build a Culture of Belonging
Leaderboards are everywhere, but what people really want is belonging. The best programs feel like a group of peers who support and learn from each other. Make sure all types of contributions count—whether it’s answering questions, writing blogs, or mentoring new members. And don’t overuse them! Burnout will sink your program fast.
- Brand It Like It Matters
A strong program brand makes people proud to be part of it. Ask yourself: would they add it to their LinkedIn or wear it on a hoodie? If the answer is no, it’s not strong enough. Done right, your brand becomes part of their career story, not just your company’s marketing.
- Transparency, Always
Nothing kills trust faster than mystery rules. Publish the criteria, explain the process, and stick to it. When everyone understands what’s expected and how decisions are made, the program feels fair—and that fairness is what keeps it strong.
- Secure Executive Buy-In Early
The second your program gains visibility, people inside the company will try to slip in “just one more customer” for their own reasons. Don’t let that happen. Protect the integrity of the program with clear boundaries and leadership backing. Without executive support and budget, you’ll spend all your time fighting fires instead of helping your members.
Why It Really Comes Down to People
No AI or automation can replace the credibility of a trusted peer. Super users are the bridge between your digital strategy and the human connections that make it work.
If you build it right, super users don’t just support your community, they amplify your entire digital-led customer success strategy. And beyond the business impact, the best programs make people feel valued, seen, and connected—and give them real opportunities to grow their skills, build their reputation, and accelerate their careers.
That’s the kind of program worth building. What’s yours going to look like?
Follow Erica Kuhl for bold ideas on how to help your customers learn what matters, adopt what drives real value, connect with peers, and succeed by orchestrating the entire customer journey.
