Can customer communities destroy value?

California Management Review

According to this recent California Management Review Article on How to Foster and Sustain Engagement in Virtual [Customer] Communities:

“Although most managers believe that engaging customers through virtual communities can create significant value, it is also clear that they sense significant financial risk. As one executive put it, when a firm executes a customer engagement strategy, “there is no room for error.”  Indeed, among the many Fortune 1000 companies that sponsor virtual communities, more than half might actually destroy value for themselves and their customers.”

The article however also offers an instructive framework for reducing this risk by fostering and sustaining customer engagement in these communities.

About Arie Goldshlager

Customer Insight, Customer Strategy, and Innovation Consultant
This entry was posted in Customer Communities. Bookmark the permalink.

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