Communities
Increasingly,
companies are utilizing user communities to become more involved with
customers/prospects and to facilitate connections between community members.
Many
companies maintain online communities that allow users to exchange knowledge
and
solve
each other’s problems. Communities can also help companies better understand
their customers.
Pharmaceutical giant GlaxoSmithKline launched a private online community when it introduced alli, a new prescription-free weight-loss product.
GlaxoSmithKline wanted to increase its understanding of the challenges faced by overweight
adults,
and thereby learn to better manage customer expectations.
