Customer.Community: Unleashing the Power of YourCustomer Base
Rights Contact Login For More Details
More About This Title Customer.Community: Unleashing the Power of YourCustomer Base
English
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.Community 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.
English
Drew Banks is an independent management consultant and former vice president of Community at ThirdAge Media. He has also served as director of Worldwide Performance Support and Employee Communications for SGI. Kim Daus is director of organization learning and communication at Intuit and former vice president of content and community at ThirdAge Media. Banks and Daus are co-authors (with Markos Kounalakis) of Beyond Spin: The Power of Strategic Corporate Journalism (Jossey-Bass, 2000).
English
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.
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.
English
"...I am quite impressed with this book...well written, easy to understand guide to the world of the internet and business..." (M2 Best Books, 3 September 2002) "EBay-like peer-to-peer marketplace dramatically increase the exchange off value between a business and its customers. Customer.Community shows how any company can leverage this dynamic to drive loyalty and profitability."
--Beerud Sheth, Co-Founder and GM of ELance
"The term "Virtual Community" carries so much baggage that many people forget that community, at its essence, is simply people interacting with other people. Underscoring some basic principles of community building, Banks and Daus show how paying attention to the interaction between your customers can affect the bottom line."
--Cynthia Typaldos, cofounder of GolfWeb, founder of RealCommunities, and president, Typaldos Associates
"Customer.Community is a great look at how online Community really works. I tell people that if you want to save the world, well, you don't get to do that, but improving customer service really helps. This book brings you far in that direction."
--Craig Newmark, Founder, Craigslist
"The concepts in Customer.Community present a way to understand what customers really need and want. The very existence of public discourse in commerce creates a discipline that results in happier customers."
--Scott Cook, cofounder, Intuit
"Companies who have focused on he individual customer in the past must also now focus on the collective-the customer-community-to be successful."
--Michael Lowenstein, coauthor, Customer Winback
--Beerud Sheth, Co-Founder and GM of ELance
"The term "Virtual Community" carries so much baggage that many people forget that community, at its essence, is simply people interacting with other people. Underscoring some basic principles of community building, Banks and Daus show how paying attention to the interaction between your customers can affect the bottom line."
--Cynthia Typaldos, cofounder of GolfWeb, founder of RealCommunities, and president, Typaldos Associates
"Customer.Community is a great look at how online Community really works. I tell people that if you want to save the world, well, you don't get to do that, but improving customer service really helps. This book brings you far in that direction."
--Craig Newmark, Founder, Craigslist
"The concepts in Customer.Community present a way to understand what customers really need and want. The very existence of public discourse in commerce creates a discipline that results in happier customers."
--Scott Cook, cofounder, Intuit
"Companies who have focused on he individual customer in the past must also now focus on the collective-the customer-community-to be successful."
--Michael Lowenstein, coauthor, Customer Winback
