Chapter

Learning from the Connected Customer: Enhancing Customer Web Sites with Community

ERIC L. LESSER and MICHAEL A. FONTAINE

Edited by Laurence Prusak

in Creating Value with Knowledge

Published in print January 2004 | ISBN: 9780195165128
Published online October 2005 | e-ISBN: 9780199835751 | DOI: http://dx.doi.org/10.1093/0195165128.003.0009
 Learning from the Connected Customer: Enhancing Customer Web Sites with Community

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This chapter extends the notion of community to include customers. It focuses on how organizations are bringing together informal groups of customers via the Internet to exchange knowledge, build brand loyalty, and provide unique insights into product design and use. The components of a customer community space and King Arthur Flour's creation of its online customer community — the Baking Circle — are discussed.

Keywords: community of practice; customers; knowledge exchange; brand loyalty; online customer community

Chapter.  2932 words. 

Subjects: Financial Markets

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