Keeping The B2B Customer Satisfied: Why Companies Need Online Communities
Today, software companies such as SAP and Taleo, business information providers such as LexisNexis, and consulting firms such as Palladium Group have moved much of these interactions to online communities they have built for their customers. While they are still in the early stages, these online communities are providing these companies with a competitive advantage: the ability to get much closer and become more valuable to customers every day, around the clock.
In the first of a multi-part series, my colleague Bob Buday of the Bloom Group and I review the traditional ways that B2B companies have interacted with customers and their limitations in a world in which change has dramatically accelerated. We then discuss why a number of companies have launched online customer communities in the last few years, defining the core hallmarks of successful communities.
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In the next installment this winter, we will review best practices in online communities and the prescriptions on how to build and maintain a vibrant online customer community. We hope you enjoy this article and look forward to your comments and questions. What do you think are the current limitations in the ways that B2B companies interact with customers and how do you think online communities can help?
Recognized as a leading authority on B2B social business strategy and B2B online communities,Vanessa DiMauro is a trusted business advisor, and founder and CEO of Leader Networks, LLC, the world’s premier B2B social business consultancy. She is a popular researcher, speaker and author. Her work has been covered by leading publications such as the New York Times, the Wall Street Journal and ...
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