Developing B2B Social Communities
Keys to Growth, Innovation, and Customer Loyalty
(Sprache: Englisch)
Seminars, publications, market research, and customer care centers are some of the most important tools in every business-to-business firm's toolbox for understanding, attracting, and serving customers while keeping them loyal. But in a world of fierce...
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Seminars, publications, market research, and customer care centers are some of the most important tools in every business-to-business firm's toolbox for understanding, attracting, and serving customers while keeping them loyal. But in a world of fierce global price competition, increasing transparency of business practices, and ever-rising complexity, these customer interaction channels are no longer good enough for most B2B companies. That's why smart organizations-both large and small-are tapping into online communities to gain a huge competitive advantage: the ability to get much closer to customers and become more valuable to them. Among other things, online communities provide customer access to inside information on new and forthcoming products, provide places customers can share information and air gripes, allow companies to deliver custom technical help inexpensively, and show customers how to get the most from their products.
As Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty shows, online communities reinvigorate a company by helping it harness the knowledge of the crowd. Communities help you create strategic direction, develop new products and services, identify trends, sell more, serve customers efficiently, and provide better product support.
This book details the transformational opportunities-and pitfalls-for creating online communities. Among other things, you will learn:
- Why B2B companies of all sizes now need to make online communities an integral part of their operations to maintain or expand market share.
- How to create, launch, and manage customer communities.
- How to define and measure what you gain from hosting online communities.
The text takes a methodology-based approach for developing an online community, showing how to move from strategy to implementation in a structured way to achieve key business goals. Each chapter interweaves case studies taken from real-world examples-including companies like CA Technologies, Palladium, SAP, Taleo, and LexisNexis, as well as smaller organizations-and includes worksheets, metrics, and templates to enable readers to develop online communities. Best, Developing B2B Social Communities shows how an online strategy can work for enterprises of any size, because it is a supremely cost-effective way to gain knowledge, improve support, and market products.
As Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty shows, online communities reinvigorate a company by helping it harness the knowledge of the crowd. Communities help you create strategic direction, develop new products and services, identify trends, sell more, serve customers efficiently, and provide better product support.
This book details the transformational opportunities-and pitfalls-for creating online communities. Among other things, you will learn:
- Why B2B companies of all sizes now need to make online communities an integral part of their operations to maintain or expand market share.
- How to create, launch, and manage customer communities.
- How to define and measure what you gain from hosting online communities.
The text takes a methodology-based approach for developing an online community, showing how to move from strategy to implementation in a structured way to achieve key business goals. Each chapter interweaves case studies taken from real-world examples-including companies like CA Technologies, Palladium, SAP, Taleo, and LexisNexis, as well as smaller organizations-and includes worksheets, metrics, and templates to enable readers to develop online communities. Best, Developing B2B Social Communities shows how an online strategy can work for enterprises of any size, because it is a supremely cost-effective way to gain knowledge, improve support, and market products.
Klappentext zu „Developing B2B Social Communities “
Developing B2B Social Communities: Keys to Growth, Innovation, and Customer Loyalty explains why business-to-business companies need a robust online community strategy to survive and flourish in today's changing economy and shows you how to design and execute your company's strategy successfully. Seminars, publications, market research, and customer care centers remain important tools in every B2B firm's toolbox for understanding, attracting, and serving customers while keeping them loyal. But in a world of fierce global price competition, increasing transparency of business practices, and ever-rising complexity, these traditional customer interaction channels are no longer enough for most B2B companies. That's why smart organizations-both large and small-are tapping into online communities to gain a huge competitive advantage: the ability to get much closer to customers and become more valuable to them.
Developing B2B Social Communities delves into the generators of business value in online communities: immediate customer access to expert information within the company and from other customers; inexpensive delivery of custom technical help; demonstrations of how customers can to get the most from their products; and forums where customers can share tips, air gripes, reveal unmet needs, and suggest improvements.
Three veteran community managers show you how to harness the knowledge of the crowd to help shape your company's strategic direction, develop new products and services, identify trends, sell more, serve customers more efficiently, and provide better product support. Fleshing out precepts with real-world examples and case studies, the authors detail the transformational opportunities-and pitfalls-for creating online communities.
Inhaltsverzeichnis zu „Developing B2B Social Communities “
- The Human Need to Connect
- Community as the Centerpiece of B2B Engagement
- Community Models
- Life Cycle and Maturity Models for Online Communities
- Community Management
- Case Study in Focus: CA Technologies
- Business Impact Through Community
- Developing B2B Social Communities
Autoren-Porträt von Margaret Brooks, John Lovett, Sam Creek
Margaret Brooks, vice president/customer success, joined CA Technologies in 1999. In the customer success organization, she is responsible for the development and vitality of the CA global online communities and the world-wide regional user groups, representing a cross section of product and solution communities. In addition, her team leads transformation programs to improve customer experience and supports the business requirement for continued enhancements to the online customer experience. In her thirteen years at CA Technologies, Brooks has held many executive positions in sales, technical sales, and business development. She has also specialized in governance, risk, and compliance and was involved with thought leadership, publications, and solution development in this area for several years. She published articles in WSTA magazine, KM World, and SC Magazine on the topics of governance, risk, and compliance. She has been nominated for the CEO Award for her contributions in this area. Prior to joining CA, Brooks led significant consulting engagements at Platinum Technologies, within the data warehousing division. Prior to joining Platinum Technology, she held management positions in data warehousing and information resource management, focusing primarily on companies in the healthcare and insurance areas. With over 35+ years of experience in the IT industry, she holds a bachelor of science degree in Health Education from the University of Alabama.
Bibliographische Angaben
- Autoren: Margaret Brooks , John Lovett , Sam Creek
- 2014, 1st ed., 187 Seiten, Maße: 15,2 x 22,9 cm, Kartoniert (TB), Englisch
- Verlag: Springer, Berlin
- ISBN-10: 1430247134
- ISBN-13: 9781430247135
- Erscheinungsdatum: 17.09.2013
Sprache:
Englisch
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