Consumers today don’t want to interact just with other consumers. Increasingly, they expect to interact and communicate directly with brands and companies themselves. Over the past few years, companies have come to see these communities as a valuable asset, nurturing them as part of a brand’s offering. The benefits range from better consumer insight and lower customer support costs to increased word of mouth from passionate customers and purchase-decision leverage among prospects.
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7 Ways to Draw Strength From Your Online Customer Communities
Posted by: Jim Nail & Kevin S. Ryan January 7, 2011 05:00 AMConsumers today don’t want to interact just with other consumers. Increasingly, they expect to interact and communicate directly with brands and companies themselves. Over the past few years, companies have come to see these communities as a valuable asset, nurturing them as part of a brand’s offering. The benefits range from better consumer insight and lower customer support costs to increased word of mouth from passionate customers and purchase-decision leverage among prospects.