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Customer.Community: Unleashing the Power of Your Customer Base (Hardcover)

~ (Author), Kim Daus (Author) "The first decade of Web-enabled business has focused on the efficient integration of critical relationships..." (more)
Key Phrases: community merchandiser, connected customer base, threaded dialogue, Mary Kay, Ask Jeeves, The Well (more...)

4.5 out of 5 stars See all reviews (2 customer reviews)

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Editorial Reviews

Review

"...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

Review

"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

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Product Details

Hardcover: 256 pages
Publisher: Jossey-Bass; 1st edition (June 15, 2002)
Language: English
ISBN-10: 078795621X
ISBN-13: 978-0787956219
Product Dimensions: 9.1 x 6.2 x 1 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)

Average Customer Review: 4.5 out of 5 stars See all reviews (2 customer reviews)

Amazon.com Sales Rank: #1,616,656 in Books (See Bestsellers in Books)

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Inside This Book (learn more)

First Sentence:
The first decade of Web-enabled business has focused on the efficient integration of critical relationships. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
community merchandiser, connected customer base, threaded dialogue, membership acquisition, customer advocacy, current customer base, operational savings, individual efficiency

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Mary Kay, Ask Jeeves, The Well, Holiday Inn, Fast Company, New York, San Francisco, American Express, Louis Vuitton, United States, Charles Schwab, Martha Stewart, The Wedding List, Uncle Griff, Wonderful Life

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Citations (learn more)

This book cites 8 books:

The Virtual Community: Finding Connection in a Computerised World by Howard Rheingold on page 17, page 75, and Back Matter
God Talk in America by Phyllis A. Tickle on page 64, and Back Matter
Harry Potter 6 und der Halbblutprinz by Joanne K. Rowling in Back Matter (1), and Back Matter (2)
Tales of the City (Tales of the City Series, V. 1) by Armistead Maupin on page 65
Disney What if? ...Surprising twists to your favorite stories by Christopher Nicholas on page 178

See all 8 books this book cites

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	82% buy the item featured on this page: Customer.Community: Unleashing the Power of Your Customer Base 4.5 out of 5 stars (2) $20.48
	18% buy Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force 4.6 out of 5 stars (39) $10.17

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2 of 2 people found the following review helpful:

5.0 out of 5 stars The Online community & commerce relationship, May 10, 2002

By	"apsrose" (Melbourne, Victoria Australia) - See all my reviews

There is a growing body of knowledge on how an ebusiness (or any business online) can be a success (profit wise) on the Internet.
More and more successfull ebusinesses are taking advantage of the relationship between community & commerce. This book describes the relationship and why there are real strong business benefits to be obtained for designing community around any commercial website.
The are a number of benefits for combining community & commerce together. The authors point out increased customer loyalty, lower operational (support) expenses and an increase in direct revenue.
The authors provide examples of websites designed that take advantage of the relationship of community & commerce: ... A two page chart of all customer community pioneers is provided which ranks each site according to the 12 principles of successful community building. These 12 principles are:

1. have a clear purpose for the virtual community (vc)
2. Allow members to be able to identify each other
3. Allow for reputation to arise in the vc
4. Create a system of governance in the vc
5. Allow for communication between members
6. Allow for groups to form in the vc (smaller vc's)
7. Create an environment for members to talk
8. Create boundaries for the vc
9. Create a system of trust
10. Allow for exchange of knowledge & experience
11. Allow community to have character
12. Allow vc to have history.

In the book community is not seen as isolated from commerce rather as an integrated part towards providing increased knowledge for customers and increased revenue for an online business - in other words customers and the business collectively benefit.

The authors also draw on research from ... which supports the relationship of community & commerce online.

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2 of 2 people found the following review helpful:

4.0 out of 5 stars All you ever wanted to know about online community, April 10, 2002

By	J. Huba (Austin TX United States) - See all my reviews (REAL NAME)

This book is a great resource on why and how businesses should use online community.

The authors outline the twelve principles for building community which provide a terrific foundation to understanding how people interact. The book includes many examples of best practices from companies across a variety of industries, from cosmetics to software.

Anyone needing to justify how an online community contributes to the bottom line will love Chapter 7. The authors include a full page chart on pg. 169 that breaks out how a community can contribute to customer loyalty, revenue, and lowering operational expenses.

A must-read if you are even considering creating an online community!

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