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Building and maintaining an online customer community

- Article featured in Customer Strategy magazine, July 2008

Introduction
Building communities of interest has become a key objective for many organisations, especially those within the FMCG sector that struggle to attain a direct customer relationship.

Indeed, creating a community should be just the starting point. Organisations need to work out how these communities can actually deliver tangible commercial value and how membership of the community can provide value to its members. 

This online community is a vital source of marketing insight that should be used to drive the customer experience in real time - from proactively managing customer complaints to leveraging cross and up selling opportunities and improving the relevance of product development campaigns. 
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