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Developing B2B Social Communities - Keys to Growth, Innovation, and Customer Loyalty (Paperback, 1st ed.)
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Developing B2B Social Communities - Keys to Growth, Innovation, and Customer Loyalty (Paperback, 1st ed.)
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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. What
you'll 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 integrate communities into the
business processes of an organization so they have the greatest
impact.* How to create clear strategies for the social community
that support larger business goals. * How to define and measure
what you gain from hosting online communities. *How to develop
operational best practices that will provide the greatest ROI. Who
this book is for This book is for all professionals in B2B
organizations who are charged to improve customer service and
loyalty, engage in ongoing research and collaboration with
customers, increase sales, identify new product ideas, promote
product utilization, provide superior customer service, or monitor
industry trends. Readers who will benefit from Developing B2B
Social Communities include community managers, C-level decision
makers, strategy professionals, marketing directors and executives,
customer care professionals, senior technology leaders, and actual
and prospective community leaders. Table of Contents * 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
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