The Internet is the world s largest marketplace and provides businesses with the ability to interact with their market in a much more direct and tailored way than ever before. Customer.
The Internet is the world's largest marketplace and provides businesses with the ability to interact with their market in a much more direct and tailored way than ever before. This book takes a new look at online communities as a source of value for both customers and businesses; it shows how to build an online "customer community" that gives customers a reason to stay loyal. Drew Banks and Kim Daus explain exactly what the customer community is and then reveal the tenets that will make it strong: sustainability, size and scalability, social connectivity, and soul. The authors show how to "communitize" commerce, build a solid base of repeat customers, and create value for the customer, and they explain how to manage a site in a cost-effective way. Customer. Community will help cultivate a mind-set to leverage the collective, untapped power of your customer base.
Inhaltsverzeichnis
Foreword: The Right Thing to Do (Scott Cook).
Preface.
Acknowledgments.
Introduction: The Customer-Community.
Is Commerce Antithetical to Online Community?
Part One: Why Customer-Community?
1. The Business Case.
How Customer-Communities Advance.
Your Business Goals.
2. The Customer Case.
E-Commerce Experiences That Span.
Maslow's Hierarchy of Needs: Individual, Social, and Spiritual.
Part Two: Customer-Community Basics.
3. Twelve Principles for Building Community.
The Foundation for Strong Communities.
4. Customer-Community Profiles.
Ten Types and Thirty-Five Examples of Customer-Communities and Their Defining Characteristics.
5. Growing Your Community.
Overcoming the Inherent Challenges of Large-Scale Communities.
6. Understanding Community Bonds.
Discovering the Intrinsic Bonds Within Your Customer Base.
Part Three: Customer-Community and the Bottom Line.
7. Creating Value from Customer-Communities.
Sixteen Bottom-Line Possibilities.
8. Organizational Issues and Roles.
Aligning Strategy, Structure, Communication, and Leadership.
9. Before You Start.
Ten Questions to Help You Think Through the Issues.
Afterword: Turning Customer-Communities into Gold, Harry Potter Style (Michael Lowenstein).
Notes.
Index.
The Authors.
