Customer.Community Unleashing the Power of Your Customer Base
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Auteur:
Drew Banks
Kim Daus
Co-auteur:
Kim Daus
- Engels
- Hardcover
- 9780787956219
- 26 maart 2002
- 288 pagina's
Samenvatting
Through the Internet, businesses now have an unprecedented opportunity to find out who their customers are not by collecting data but by listening and talking to customers. These online communities provide a place for businesses to receive and direct feedback from their customers and offer those customers a chance to participate in a community of interest, not just in a transaction. Customer.Community examines the business benefits that can be achieved through igniting the collective potential of your customer base. Drawing from the lessons of the successful online commerce communities of companies such as Amazon.com, EBay, and the Harry Potter phenomenon, authors Banks and Daus offer a provocative argument for building, leveraging, and sustaining a customer community that will increase the bottom line.
The authors explain the basic characteristics of a customer community; examine foundations, growth, and sustainability; and detail twelve proven principles of community building. They analyze ways to overcome long time barriers to successful large scale community building and tackle the business model head on, showing how companies make financial sense of the customer community concept. Revealing how the concept is clearly linked to creating value and making money, authors Banks and Daus offer numerous recommendations for organizing and managing a customer community cost effectively. They review organization structure, interdepartmental efficiencies, required infrastructure, and an intra customer community leadership structure and offer several questions to guide businesses in jump starting their own customer community program.
Customer.Community is ultimately about understanding what your customer community is and can become. It is about broadening the scope of what your customers can do for you from lowering the cost of customer acquisition, to generating demand, to peer to peer customer service.
The authors explain the basic characteristics of a customer community; examine foundations, growth, and sustainability; and detail twelve proven principles of community building. They analyze ways to overcome long time barriers to successful large scale community building and tackle the business model head on, showing how companies make financial sense of the customer community concept. Revealing how the concept is clearly linked to creating value and making money, authors Banks and Daus offer numerous recommendations for organizing and managing a customer community cost effectively. They review organization structure, interdepartmental efficiencies, required infrastructure, and an intra customer community leadership structure and offer several questions to guide businesses in jump starting their own customer community program.
Customer.Community is ultimately about understanding what your customer community is and can become. It is about broadening the scope of what your customers can do for you from lowering the cost of customer acquisition, to generating demand, to peer to peer customer service.
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- Bindwijze
- Hardcover
- Oorspronkelijke releasedatum
- 26 maart 2002
- Aantal pagina's
- 288
- Illustraties
- Nee
Betrokkenen
- Hoofdauteur
- Drew Banks
- Tweede Auteur
- Kim Daus
- Co Auteur
- Kim Daus
- Hoofduitgeverij
- Jossey-Bass Inc.,U.S.
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- Product breedte
- 165 mm
- Product hoogte
- 32 mm
- Product lengte
- 241 mm
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- Verpakking breedte
- 165 mm
- Verpakking hoogte
- 32 mm
- Verpakking lengte
- 241 mm
- Verpakkingsgewicht
- 526 g
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- 9780787956219
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